Npower blasts ECB

Npower has hit out at the England & Wales Cricket Board (ECB) for reducing the value of its sponsorship deal, after the ECB awarded live television broadcast rights to Sky.

Npower has hit out at the England & Wales Cricket Board (ECB) for reducing the value of its sponsorship deal, after the ECB awarded live television broadcast rights to Sky.

Npower head of brands Kevin Peake says the company’s sponsorship deal has been devalued and that this will affect renewal talks, which are due later this year. The ECB controversially handed the TV rights to Sky in a &£220m, four-year deal at the end of last year.

Peake says: “The move has totally changed the commercial side of our deal. Its value is not even close to what it would be on Channel 4. Our media agencies looked at the deal, of course, and the simple fact is that Sky has a much smaller audience.”

Peake says npower will “definitely” not quit cricket but the price of the sponsorship will fall. “The reason npower is in cricket is to reach as many people as possible with the brand name. Cricket will become lower-profile on Sky and so of course we won’t pay the same price as before,” he adds.

Under the new broadcast arrangements, a terrestrial highlights package will be shown at peak time on Five, although Peake says he is worried that the game will be up against heavyweight shows such as Coronation Street.

Latest from Marketing Week

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