The Daily Telegraph is poised to sign a deal with the English
Cricket Board (ECB) to sponsor the 1999 Cricket World Cup.
The deal would make the best-selling broadsheet the first UK media
sponsor of the event.
The newspaper brand will join other blue-chip clients which have already
signed sponsorship agreements, including Vodafone, NatWest and
The tournament begins in England next summer. Matches will be played
around the country starting in May and finishing in June.
Broadcast rights are split between the BBC and Sky, and the Telegraph
hopes to profit from its association with a sport watched mainly by
The ECB is using the World Cup as a way of boosting the appeal of
cricket in the UK.
As part of the push, it has appointed HHCL & Partners to reposition the
No one at the Telegraph was available for comment.