Friends Life to end Twenty20 cricket sponsorship

Friends Life: to end its sponsorship of Twenty20 cricket next year
Friends Life: to end its sponsorship of Twenty20 cricket next year

Friends Life, the insurance group, is giving up its title sponsorship of cricket's Twenty20 county format when its four-year deal ends next year, ahead of a general review of the county game by the England and Wales Cricket Board (ECB).

The deal is due to end after the 2013 season, but both the brand and the ECB are open to the possibility of a new sponsor taking over for the 2013 season, which will run from June to August with more than 90 fixtures.

Whether and in what form Twenty20 returns in 2014 depends on a review to be discussed by the ECB board this winter that also includes possible changes to the four-day competition format, sponsored by LV=, and the 40-over format, sponsored by Clydesdale Bank.

Peter Foster, corporate affairs and brand director at Friends Life, said: "We have enjoyed a successful sponsorship of the domestic t20 competition and have been a partner of cricket for many years.

"We are however conducting a review of our sponsorship programme with our agency Generate Sponsorship and this work has identified that the competition audience does not fit with our future customer strategy, although other formats of the game may still provide a  relevant association.

John Perera, ECB commercial director, said: "The ECB thanks Friends Life for its support of domestic cricket in recent years. The brand has benefited from significant exposure as the T20 format has continued to grow in popularity with cricket fans. Our search for a new sponsor will begin immediately."

The Twenty20 tournament was launched in 2003 with four sponsors in a system that lasted until 2009.

Friends Provident took the title sponsorship in 2010 and Friends Life was formed in 2011 by a merger of the UK operations of Friends Provident and the life assurance businesses acquired from Bupa and AXA UK.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers