Adidas Extends England Cricket Team Deal
Adidas has renewed its sportswear partnership agreement with the England cricket team until 2017 – the previous deal was set to expire in 2013, but has now been extended for at least another four years.
The new agreement with the England and Wales Cricket Board (ECB) will give the German company the exclusive rights to supply match and training wear to all England teams, including the Test, one-day and Twenty20 sides as well as England women, youth and disability teams.
It is the second major financial deal to be secured by the ECB in the past few weeks, after Investec was signed up as the new title sponsor of England’s home Test matches for the next 10 years.
Robin Money, the head of sports marketing for Adidas UK and Ireland, said: ‘Since we signed our partnership in 2008, we have worked extremely closely with the ECB and individual players to ensure the England teams have the best technical apparel required to allow them to be at the top of their game.’
ECB commercial director John Perera added: ‘Major global brands want to be associated with winners and we are delighted that both our men’s and women’s teams have achieved major successes on the international stage since entering into partnership with Adidas.’
‘Over the last three-and-a-half years, the England Test side has reached No.1 in the ICC’s world Test rankings, the England T20 side has won an ICC global event for the first time and our women’s team were victorious in both the Women’s World Cup and the Women’s World T20 tournament.’
