Watch: Royal London's Claire Salmon and cricket star Stuart Broad talk sponsorship

Royal London, UK's largest mutual life and pensions company, recently signed a deal to become the England and Wales Cricket Board's (ECB) one-day title sponsor.

Marketing spoke to Royal London group brand director Claire Salmon, ECB commercial director John Perera and England cricketer stars Stuart Broad and Charlotte Edwards at an event to mark the sponsorship earlier this week.

Salmon said cricket would help drive much-need awareness for the Royal London brand, as well as fitting well with its "Britishness": "Royal London is probably the best kept secret in financial services, we have less than 1% spontaneous awareness. Clearly, it’s quite hard to sell the products and services of a company nobody has heard of.

"We’re a mutual organisation and we go back 150 years, so we’re really quite old. We think being old is quite a good thing, as it brings with it some old-fashioned values. Those values are a good fit with cricket – we’re both something that goes to the heart of Britishness," she said. 

Stuart Broad added: "Commercial partners help raise the profile of the sport and make it easier for people to watch and get involved in. I always enjoy seeing commercial partners put on different events around the ground. I’m sure Royal London will do that – we’ve talked about big inflatable cricket balls – which makes it fun to come and watch the cricket."

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