CGU pours 8m into cricket deal

Commercial & General Union (CGU) is to become the title sponsor of the new national cricket league, in a deal worth 8m over four years.

Although CGU refuses to comment, it is understood the deal will be announced at Lords on March 5. Terry Blake, marketing director of the English Cricket Board (ECB), comments: “I can confirm that we are talking to them [CGU].”

The last one-day cricket sponsors were French-owned financial services Axa, which backed the Sunday league game. However, Axa pulled out last year in order to free funds to sponsor football’s FA Cup, which is a three-year deal worth 14m.

This version of the one-day competition has been revamped under the wide-ranging review of the game completed by former Tesco boss Lord MacLaurin.

The new League will have two teams of nine, instead of a league of 18, with promotion and relegation between the divisions. This year, games will also be played midweek and under floodlights to catch fans who can’t make weekend games.

The deal is understood to have been brokered by sports consultancy Sports & Outdoor Media.

CGU was formed by the 15bn merger of Commercial Union and General Accident, announced last February.