Jaguar has signed England cricket star Monty Panesar as its latest brand ambassador. The deal coincides with the 60th anniversary of the XK range.
The cricketer will appear in an in-store campaign for the a limited-edition XKR model and has been provided with a car to use during promotional events.
Jaguar hopes the deal will boost sales of the anniversary range. As part of the deal, he will use the car for all his promotional activities. It includes private Jaguar-sponsored fundraising dinners for the Cure Parkinson’s Trust, with seats sold to the public on an auction basis.
David Steele, Jaguar’s UK marketing director, says: “Panesar has established himself as a great ambassador for British sport making him the perfect match for a British brand.”