Pca Announces Vitality Partnership
The Professional Cricketers’ Association (PCA) has announced a new partnership with health and life insurer Vitality, that will see domestic male and female players sporting Vitality’s logo on all player helmets.
The PCA and Vitality have capitalised on an asset that has been created as part of the collective rights agreement that professional players in England and Wales signed with the PCA in 2021. The contract allowed their association to work on their behalf as a group to create commercial opportunities. This follows the PCA’s agreement with the Cricket Draft that grants the fantasy cricket competition a licence to use player data.
The Vitality logo will appear on the helmets of every male and female player in the Vitality Blast, Charlotte Edwards Cup, Royal London Cup and Rachael Heyhoe Flint Trophy.
The stickers debuted in Surrey’s victory over Gloucestershire on Wednesday 1st June and will be seen across the globe through coverage of the white-ball competitions.
PCA Chief Executive, Rob Lynch, said, “The PCA is extremely pleased to partner with Vitality with the care of the players at the heart of this agreement.
“As an association, we set out to diversify revenue streams in early 2020 and working on behalf of our members through their collective agreement has been key to this.
“Working with Vitality is a natural fit for the PCA and our members given the vast support they have provided to our game over recent years. The passion they have shown in understanding why this partnership matters to the players has been heart-warming.”
Vitality Programme Managing Director, Nick Read, said, “We are delighted to announce our partnership with the PCA today. We have invested within men and women’s cricket for many years, supporting the development of the game and inspiring millions more people to get more active. This partnership is a natural extension of this, allowing us to support a very important cause, that as a life insurer is very close to our heart.”
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