England’s national cricket teams have a new sponsor with IG, the UK-based online trading and investments provider, having signed a three-year deal that includes branding on the men’s shirts.
The England and Wales Cricket Board has today named IG as an ‘official partner of England Cricket’, and the company will support the England men’s and women’s teams in the 2021 season onwards.
The IG logo will appear on the sleeves of the men’s team in test matches, one-day internationals and Twenty20 internationals, with the firm committed to “inspire generations through elite performance, increased accessibility and a commitment to its communities”.
The deal was brokered by CSM Sport & Entertainment, the international agency headquartered in London.
IG, which was established in 1974, plans to use the sponsorship to build awareness of its brand and investment products, and to engage with clients, while furthering the goals of its ‘Brighter Future’ initiative, which seeks to promote social mobility and address educational inequality.
IG is the second new sponsor to get branding on the England shirts, with extra logo opportunities now available in international cricket, following Cinch, the UK online car-selling platform, which this February agreed a multi-year deal to become the main sponsor of the national teams.
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Cinch will be the prominent brand on the kit of the men’s and women’s teams, and support the England Lions, disability and age group teams having succeeded NatWest, the UK bank, whose four-year agreement worth £4 million ($5.7 million) per annum has now expired.
Another change sees LV= General Insurance returning to elite English cricket as the title sponsor of England home test matches and the men’s domestic County Championship, through to the end of the 2023 season.
New Balance, the US sportswear manufacturer, is the current kit supplier of the England teams although its five-year deal expires at the end of 2021, and UK brands Umbro and Castore have been linked with the opportunity going forward.
The England men’s team return to action with a two-match home test series against New Zealand starting on 2 June, and also have series against Sri Lanka, Pakistan and India over the summer. Meanwhile, the women’s team will host India and New Zealand.
Welcoming the new sponsor, Tony Singh, the chief commercial officer of the ECB, said: “IG is an ambitious organisation which shares our commitment to be the best by maintaining high standards and developing strong partnership. Those values have been central to the success of our England teams making this relationship a natural fit. We look forward to working alongside IG over the coming years.”
Matt Macklin, IG head of UK, added: “Watching the recent accomplishments of the England teams, we have been struck by the clarity of strategic thinking and quality of execution, and how this aligns with IG’s ethos as a business. We also share the ECB’s innate drive to keep improving and evolving, achieving new levels of success while having a positive impact on the world around us. We are hugely proud to be partnering with such a prestigious institution and cannot wait to get started.”