The England and Wales Cricket Board (ECB) governing body has renewed its sponsorship agreement with financial services company IG for another three years.
Under its renewal, which was brokered by international sports marketing agency CSM Sports and Entertainment, IG will continue as ECB’s official investment platform and remain the sleeve sponsor of the England men’s test, one-day international (ODI), and T20 teams until 2027.
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The deal sees IG retain branding, hospitality, digital, and activation rights in return for an increased commitment to grassroots cricket, including a £1 million ($1.26 million) investment into the ECB’s ‘Net Gains’ program, which provides cricket net facilities in communities across England and Wales.
As part of its sponsorship, IG set up a ‘Net Gains Arena’ cricket simulator for fans to use at each ground during last year’s Ashes series. Every run scored saw IG contribute to the Net Gains fund, which has raised £300,000 so far.
IG’s head of UK Sharon Manikon-Deane said: “Over the last three years, we’ve made positive strides in our commitment to invest in the future of English cricket and this new agreement with the ECB will help to strengthen that even more.
“IG is about helping individuals achieve and aspire for more, instilling the skills and confidence they need to succeed in the financial markets, which is why we’re delighted to be leading the Net Gains initiative, providing opportunities for more people and communities to invest themselves in enjoying and improving at the sport they love.”
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By GlobalDataIG joined the EBC’s sponsorship portfolio in 2021 on an initial three-year deal after NatWest Bank ended its sleeve and front-of-shirt deal.
Other ECB sponsors include Metro Bank, which became the title sponsor of England women’s and women’s ODI’s last year, as well as wine merchants Laithwaites, Swiss watch brand Rado, and bathing brand Radox. The governing body’s principal partner is online car marketplace Cinch.
LV=, a long-time backer of the sport in England, revealed last January that it would not renew its sponsorship deal with the ECB when it expired at the end of the 2023 season.
Russell James, ECB’s sales and marketing director, said: “The ECB is determined to keep making progress in making cricket more accessible to more people. Through our work with IG, we are already making a difference, and this year we will be reaching new communities who may not have had the opportunity to play before.
“We are thrilled to have extended our partnership, which will see more than £1 million jointly invested to take cricket to under-served communities by 2027.”
