Royal London seeks to boost brand with England one-day cricket sponsorship

Royal London: group brand director Clare Salmon with England cricket captain Alastair Cook
Royal London: group brand director Clare Salmon with England cricket captain Alastair Cook

Pensions firm Royal London has signed a deal with the England and Wales Cricket Board (ECB) to become the headline sponsor for all one-day cricket in England.

The four-year agreement kicks off in 2014 and incorporates all one-day cricket at international, county and recreational levels, including one-day international tournaments between England and the likes of Australia, India and South Africa.

Long-standing sponsor NatWest, which had been headline partner for one-day international cricket since 2000, will continue as the partner of all T20 cricket in England, while deals with county one-day partners Yorkshire Bank and Clydesdale Bank are not being renewed.

Test cricket is backed by Investec and LV= sponsors the County Championship.

The deal comes as Royal London, which claims to be the UK’s largest mutual life and pensions company, moves to enhance consumer awareness of its brand.

Royal London new brand identityUnder the guidance of former ITV, RSA and Vodafone marketer Clare Salmon, who joined as group brand director in March, Royal London recently launched a new brand identity (right) featuring a pelican motif.

Commenting on the sponsorship, Salmon said: "Cricket is a wonderfully British team sport, one with a history like no other. We are extremely excited about our new partnership with the ECB to support one-day cricket at all levels – international, domestic, and club cricket at grassroots level. We fully expect that we can have a positive impact upon cricket."

David Collier, ECB chief executive, said: "Our commercial and broadcast deals provide the foundation and long-term stability for our investment in cricket from the playground to Test arena, and this deal is further proof of cricket’s popularity in England and Wales."

The deal was brokered by VCCP Media. Royal London's new branding was created by Brand Union, while its new creative proposition was devised by VCCP.

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