The Tata-owned marque replaces Volkswagen the body’s official vehicle partner and England’s centrally contracted cricketers will be able to drive Jaguar’s XJ, XK or XF models.
As part of the deal, Jaguar will also form a strategic partnership with the ECB’s National Cricket Performance Centre. This association will form part of Jaguar’s long-term commitment to British Sport under the umbrella of the ’Jaguar Academy of Sport’ which aims to recognise celebrate and inspire the very best of British sporting talent and success.
In return Jaguar will have a host of commercial rights that includes use of the England players for promotional appearances, international hospitality packages, the option to purchase international tickets, international programme advertising and signed merchandise.
Nick Moore, ECB head of sales says: “We are delighted that Jaguar UK has decided to leverage the brand equity of the England Cricket Team to help promote its high-end vehicles. With an Ashes victory and an ICC World Twenty20 trophy it’s been an excellent year for the England Cricket Team and we believe this partnership with such an iconic brand as Jaguar is testament to cricket’s wide-ranging consumer appeal.”
Geoff Cousins, Jaguar UK managing director, adds: “Jaguar like English Cricket has been transformed in recent times so the timing and fit is perfect for this new partnership. Just as England is now winning on a world stage, Jaguar’s new range of XF, XK and the stunning new XJ are now regularly beating the best in the automotive world.”
“This new partnership is one of the pillars of our sports marketing programme. It is part of our long term commitment to British sport under the umbrella of the recently launched Jaguar Academy of Sport, which aims to recognize, celebrate and inspire the very best of British sporting talent and success.”
Jaguar’s move comes as automotive firms seek to stand out in a struggling market through official partnerships.