Spring Media, the Sweden-based international sports media and marketing agency, has extended its production and rights distribution deal with the European Cricket League (ECL) until the end of 2029.

Under the agreement, Spring Media will continue to hold overall production responsibility for over 1,800 European Cricket matches per season in addition to global media rights distribution.

The two parties have agreed on an early renewal as their existing deal was not due to expire until 2026 after signing an extension in 2022.

Spring Media initially partnered with the ECL for the launch of the competition in 2019.

Through the extended deal, the company will continue to be the production and international media rights sales partner for events that will include the T10-format European Cricket Series and the European Cricket Championship (ECC).

The next event is the ECC starting on September 23 from Cartama Oval in Malaga, Spain.

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The month-long tournament features 35 participating national teams, including Scotland, Ireland, and the Netherlands, playing more than 120 matches over four weeks. The 2023 edition was won by England.

Roger Feiner, chief executive of European Cricket, said: “With a TV stream on virtually every day of the year, European Cricket is proud to officially announce the extension of a multi-year partnership with Spring Media, that has continuously improved the quality of cricket transmissions from more than 25 countries in Europe.

“This partnership will take us until the end of 2029 – marking a decade of finest TV production with our valuable partner.

“Spring Media’s investment into the cricket project boosts the presentation and recognition of European Cricket in all related markets worldwide.”

Craig Neilson, commercial director at Spring Media, added: “Our collaboration continues to show proof of how efficient hybrid productions can realize and unify an otherwise complex product, and joint creativity keeps the format interesting to a growing number of broadcasters and fans each year.”

The ECL was founded by Daniel Weston, a German national team cricketer and former hedge fund manager, with Feiner, previously director of broadcasting at FIFA and managing director of Swiss broadcaster Teleclub Sports, serving as chief executive, Frank Leenders, the current director general of FIBA Media and Marketing and former managing director of Team Marketing, as president, and Thomas Klooz, the former chief executive of Team Marketing, as a board member.

Weston is also the founder of the European Cricket Network, the digital home of cricket on the continent.