The England and Wales Cricket Board (ECB) is close to securing consumer goods company Unilever as a sponsor of the Hundred.
The UK newspaper Daily Mail reports that the two parties are in ‘advanced talks’ over a £10 million sponsorship deal for the national governing body’s new 100-ball franchise tournament, which was due to start this year, but had to be delayed until 2021 as a result of the coronavirus pandemic.
The proposed deal would see the Hundred promote a number of Unilever’s brands, including Wall’s ice cream, Sure deodorant and Persil laundry detergent.
Last week, outgoing ECB chairman Colin Graves told the BBC’s Test Match Special that the Hundred is likely to go ahead next year even if fans are not permitted, meaning sponsorship revenue could take on added importance to make up for lost ticket sales.
However, the inclusion of Wall’s in a partnership with Unilever could prove controversial after the ECB was condemned last year for signing a sponsorship agreement with KP Snacks, with critics arguing that the governing body was marketing unhealthy food to children and families.
Despite the ECB potentially leaving itself open to more criticism, the organisation’s tie-up with Unilever would feature summer-themed products already associated with cricket.
Additional sponsorship revenue will be welcomed by the ECB. Their chief executive Tom Harrison has said that the ECB is “staring at a UK£100 million loss” for 2020 irrespective of how much cricket is played this summer.
John Stephenson
john@cricketinvestor.co.uk
#Cricketnews #ECB #TheHundred #Unilever
