ECB Signs Second Commercial Partnership For The Hundred
The ECB has announced New Era as Official Headwear Supplier to The Hundred, its new 100-ball competition.
The pair have entered into a three-year partnership which will see New Era create a bespoke collection of headwear for all eight city-based teams competing in the new competition, set to launch in July 2020.
A variety of different hat styles will be created and branded up in team colours, while the whole collection will be available for purchase by fans and the general public in May 2020.
Rob Calder, Commercial Director, The Hundred, said: “We’re hugely excited to be announcing our game-changing new headwear partnership with New Era. The Hundred will offer the very best in world-class cricket, and following the amazing summer of action we’ve just had, we are thrilled that this iconic brand shares our vision for the game of cricket.”
Paul Gils, Vice President EMEA, New Era said: “We are thrilled to be partnering with The Hundred on such an exciting project. Our three-year partnership will introduce our consumers to a new line of headwear and a new competition. Our company was founded with the intention of revolutionising headwear, so we are really excited to be a part of this new tournament, which is set to change the way we think about cricket.”
The Hundred signed its first commercial partnership with KP Snacks earlier this year ahead of the launch of The Hundred Draft, which takes place on 20th October. Previously, Sanjay Patel, Managing Director, The Hundred, spoke at the Sport Industry Breakfast Club, where he discussed the format’s desire to attract consumer brands who have an expertise in marketing to diverse, mainstream audiences.
