ECB Puts Its Shirt On Charitable Cause

The England and Wales Cricket Board has unveiled a unique marketing initiative that will see the England team wear the ‘Cricket Against Hunger’ logo on the men’s team kit for the duration of the ICC World Twenty20 in England which starts this week.

‘Cricket Against Hunger’ is a partnership between the England Cricket Teams and United Nations World Food Programme (WFP). Its aim is to use the global interest in international cricket, and the fan base of the England team, to raise awareness about global hunger.

Since its launch in 2006 players from the England Cricket Team and England Lions have visited WFP projects whilst on tour in India, Bangladesh and Sri Lanka.

With the Twenty20 series ushering in a  whole summer of the game, the unveiling of these Cricket Against Hunger shirts is seen as a great opportunity to get cricket-lovers interested in WFP’s challenging mission – to provide food assistance to millions of the world’s hungry – especially children.

The ICC World Twenty20 runs at venues in England from 5th June to 21st June and features every major cricke-playing nation.