Waitrose replaces Brit as England cricket team sponsor

England cricket: Waitrose to succeed Brit as national team sponsor
England cricket: Waitrose to succeed Brit as national team sponsor

Waitrose is to replace Brit Insurance as the primary sponsor of the England cricket team, marking its first move into the sport with a three-year deal.

Waitrose has revealed details of its backing, coinciding with the supermarket announcing a two-year extension of its shirt sponsorship of Reading Football Club, which is has supported since 2008.

The deal between the England Cricket Board (ECB) and Waitrose is thought to be worth around £20m.

The Waitrose logo will feature on all of England’s playing and training kit, kicking off with the Test series against Sri Lanka in May 2014.

Previous sponsor Brit had disclosed its decision last year not to renew its deal and there had been a possibility that a new sponsor could take over before its contact expires in the early part of 2014.

However, Brit will continue to sponsor the team throughout the back-to-back Ashes series in 2013 and 2014, before Waitrose takes over.

As part of the deal, Waitrose will also receive rights to advertise at international cricket grounds, team image rights, ticketing, hospitality and access to England players for commercial and marketing purposes.

Mark Price, managing director of Waitrose, said: "We currently export our products to a quarter of the world’s countries and associating Waitrose with this great national and international sport will enable us to build our brand globally."


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


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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer