Compare the Market (CTM), the UK insurance price comparison service, has become the new principal sponsor for The Hundred, English cricket’s newest domestic short-format competition.
The deal, struck with the England and Wales Cricket Board (ECB), covers both the men’s and women’s 2023 editions of the eight-team city-based franchise tournament, which starts on August 1.
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As part of the partnership, CTM will look to enhance The Hundred’s in-stadium experience by adding its meerkat characters at each ground. The comparison service will also team up with leading online gamers to help engage new audiences at games and at home.
Mark Bailie, chief executive of CTM, said: “The Hundred has become a much-loved fixture on the sporting calendar, offering up an exciting and energetic new take on cricket.
“The Hundred plays a critical role in cricket’s drive to become the most inclusive sport in the county, and that’s something we are proud to support. Bringing together our entertaining brand with one of the most entertaining sports is an exciting partnership and we’re looking forward to revealing the plans we have in place to support this year’s competition and beyond.”
CTM succeeds Cazoo, the UK-based online car retailer, which previously held the principal sponsor position for the eight-team competitions from their inception in 2021.
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By GlobalDataHowever, in January the ECB announced Cazoo had opted against renewing its agreement following the contract’s expiry.
Cazoo’s exit came months after the company announced it would be shutting down its European business and cutting 750 jobs, pulling the plug on operations in France, Germany, Italy, and Spain to focus on the UK.
At the time, it was reported that the ECB would look to bring in another digital-focused partner as a replacement.
Sanjay Patel, managing director of The Hundred (set to leave after the 2023 edition), said: “Compare the Market is one of the most recognizable UK brands. They will add even more fun and entertainment to go alongside the world-class cricket on show, and that is what The Hundred is all about.
“This partnership will spread the reach of cricket to more families across England and Wales, and we are looking forward to what Compare the Market has in store for the third edition of the competition in August.”
The ECB said last year’s edition of The Hundred attracted a total of 14.1 million viewers across its two domestic rightsholders – pay-TV’s Sky and public broadcaster the BBC. More than 500,000 fans attended matches, including a rise in family spectators compared to 2021.
Other tournament sponsors include KP Snacks, Robinsons, Sage, and Unilever.
Image: Alex Davidson/Getty Images
