Vitality continues as the title partner of the T20 Blast domestic competition. (ECB imagery)

The England and Wales Cricket Board (ECB) has extended and expanded its major commercial tie-up with health-focused insurance company Vitality.

For the next three English cricketing summers, Vitality will continue as the title sponsor of all home Twenty20 matches played by the England men’s and women’s national teams, and as the title partner of the T20 Blast domestic county competition.

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It will also continue as the official wellness partner of English test cricket through the 2026 season, while that designation will, in addition, carry on across both men’s and women’s editions of The Hundred (the short-format franchise competition that launched in the UK in 2022).

The expansion element, meanwhile, comes in the form of Vitality also becoming title sponsor of the men’s County Championship domestic long-format competition for the 2024 campaign which starts in April.

Vitality’s overall commercial relationship with the ECB began in 2013, while the last significant deal between the two bodies was unveiled in August 2022, in the form of a deal placing their branding on the backs of players’ match shirts. This new deal extends that, as well as the element of that tie-up covering players’ training wear.

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In January, the ECB renewed its sponsorship agreement with financial services company IG for another three years.

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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.

However, 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.

That brand was the County Championship’s title partner in 2023, hence the need for a new partner this season, a void that Vitality has now filled.