The England and Wales Cricket Board (ECB) today announced Vitality as the new title partner of T20 Blast, International T20 and recreational T20 cricket for both men and women.
The health and life insurance company has signed a four-year deal and will sponsor ECB’s domestic T20 Blast as well as key T20 tournaments on the lower levels. Besides the domestic tournaments, a two-year agreement has also been signed to be the title sponsor of England’s home international T20 series for both women’s and men’s.
Vitality insurance has been ECB’s official partner since 2013 and also has England Test captain Joe Root as one of its Ambassadors.
Vitality’s support will include title sponsorship of three key grassroots tournaments, the men’s and women’s Vitality Club T20 competitions, Vitality U19 Club T20 tournament, which was launched in 2015.
ECB Commercial Director Rob Calder said,
“We’re excited to be working with a partner who shares our enthusiasm and passion for T20 cricket. It’s the fastest growing format of the game, an integral part of ECB’s long-term strategy and has a critical role to play in bringing new people to the sport.
“Vitality are an established brand in the sports marketplace with a proven track record of using sponsorship successfully to grow fan-bases and improve participation levels. They’re a natural fit for a partnership to drive interest and engagement in all our different T20 competitions at every level.”
CEO of Vitality, Neville Koopowitz said,
“We’re delighted to be partnering with the ECB for T20 cricket. T20 is a brilliant innovation that’s revolutionising the sport around the world. This new sponsorship aligns with our own vibrant brand and fits with our desire to increase awareness and engagement among families and across all levels of the game while at the same time telling more people about Vitality.”
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