English cricket searches for new test sponsor after Ashes success

The England and Wales Cricket Board (ECB) is looking for a new sponsor of England’s home test matches after failing to agree an extension with current backer Npower.

/x/y/b/CricketTeamEngaldnSprinklerDance.jpg

The ECB has launched the search for a sponsor because the energy supplier has refused to match the £20m over four years domestic cricket’s governing body is believed to be looking for. Npower, which signed a two-year deal with the ECB in 2009, is said to pay about £4m a year.

England cricket bosses believe that success against Australia this winter, the team has just wrapped up a 3.1 Ashes series win, has strengthened their negotiating position.

Npower is still in talks with the ECB but is reluctant to pay more next year when it fears that the media and public’s attention will be on the London 2012 Olympic Games.

It is understood that the energy supplier wants to pay a reduced amount for 2012 because of an anticipated lower return on investment.

The ECB and Npower declined to comment.

Npower’s ten-year sponsorship of England’s home test series is due to end after this summer’s series against Sri Lanka and India. It has recently moved into football sponsorship, signing a £21m three-year deal with the Football League last year.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now