PPP to axe ECB sponsorship deal

French insurance giant Axa is believed to be terminating PPP Healthcare’s sponsorship of the County Cricket Championship, only two years into a four-year deal.

The company is understood to have informed the England & Wales Cricket Board (ECB) that it is pulling out of the deal, which has a two-year get-out clause.

The move follows Axa’s decision to scrap the PPP brand in favour of Axa Healthcare (MW July 20) as part of its global brand-building strategy. Sources say the rebranding will be implemented next year, before the start of the next cricket season.

It leaves the ECB with three sponsors to replace, including Cornhill Insurance which has pulled out of backing the Test series and NatWest, which has ended its sponsorship of the NatWest Trophy.

Axa is now likely to concentrate on the FA Cup sponsorship deal.

Axa acquired the healthcare insurance company when its UK subsidiary Sun Life & Provincial bought PPP’s parent Guardian Royal Exchange in February last year for &£3.4bn.

An Axa spokesman admits it is negotiating with the ECB but says: “There is a two-year clause, but we will not make a final decision until the end of this cricket season, when we will sit down with the ECB to reach an agreement.”

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here