Investec to sponsor English cricket

Investec is to become the title sponsor of England’s home test matches after signing the longest sponsorship deal in domestic cricket history.

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The ten-year deal starts next summer when England play West Indies and South Africa. It will include series against Australia in 2013, 2015 and 2019 before expiring in 2021.

The value of the deal has not been disclosed but it is likely to be an improvement on the £4m per year that current backer Npower is said to have paid.

The England and Wales Cricket Board (ECB), the governing body of the domestic game, has been keen to exploit the success of the England team – which retained the Ashes in January by beating Australia in Australia and has since been crowned the world’s number one test side – by signing an improved deal.

For Investec, the deal offers increased exposure in England – test marches are broadcast live on Sky Sports with highlights on Channel 5 – as well as a tool to boost recognition in test playing countries India, Australia and South Africa.

The investment company has already used sports sponsorship extensively to bolster brand awareness and knowledge of its products. It has sponsored the media centre at Lords cricket ground, while its name appears on the shirts of Premier League club Tottenham Hotspur during cup games.

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