ECB Starts Search For New Title Sponsor

The England and Wales Cricket Board has begun its search in earnest for a lead Test match sponsor to replace previous backer Npower after issuing an invitation for expressions of interest from major brands looking to take up the rights.

The move comes following the England team’s historic success in winning the Ashes series in Australia – the first time this has been achieved in 24 years.

The ECB’s title sponsorship opportunity, which includes all men’s and women’s Test matches held in the UK, is available for the first time since 2001 and for only the third time in 30 years.

It covers a four year period, from 2012 to 2015, during which time the England men’s team is scheduled to play a total of 27 home test matches. This will include two home Ashes Series’ and a five Test match Series against India. The England women’s team is also due to face Australia in an Ashes contest during 2013.

Commenting on this commercial opportunity John Perera, ECB commercial director said: ‘This is a fantastic opportunity for a major brand to be at the very heart of English cricket. Test Match cricket attracts huge interest across the country and occupies a special place in our nation’s culture – it has come to symbolise the very essence of an ‘English’ summer.

‘The Lord’s Test Match is an established part of the summer ‘season’, whilst famous grounds around the country play host to annual fixtures that attract significant levels of public and media interest.’

Over the course of the English domestic season, Sky Sports broadcasts over 190 hours of live Test Match coverage across the UK each summer, whilst a 45 minute highlights show on Channel Five ensures a reach across primetime terrestrial TV. The radio rights continue to be owned by the BBC whose Test Match Special is widely regarded as a British institution.

Internationally, the Ashes continue to grow in popularity, especially across South East Asia where it attracts an ever growing TV audience.

With England the only country to host Test cricket during June, July and August there is significant interest from overseas broadcasters, such as ESS, Fox Sports, Channel 9 and SuperSport who are keen to satisfy an increasing demand from consumers across Asia, Australasia, the USA and Southern Africa to watch live cricket.