16 Dec

The England and Wales Cricket Board (ECB) has extended its longstanding partnership with Vitality, which will continue as the official wellness and official health insurance partner across English cricket. 

The multi-year deal sees Vitality remain the title sponsor of all England’s men’s and women’s home international Twenty20 series, as well as the Vitality Blast domestic competition. 

The health and life insurance company will also resume its role as the official wellness partner for The Hundred, the ECB’s new 100-ball franchise competition, and title partner for the tournament’s wildcard pick, which determines the final spots in each of the eight men’s squads. 

In addition, Vitality will retain its position as the official wellness partner for men’s and women’s Test cricket, while it will also continue as the title partner for key men’s and women’s grassroots T20 tournaments. 

Among the assets included in the deal are in-ground advertising, hospitality rights and digital branding and activation, as well as access to players across all competitions for content creation. 

Tony Singh, the ECB’s chief commercial officer, said, “Vitality has become synonymous with T20 cricket and we are thrilled to jointly commit to a long-term extension of our partnership. 

“They have been a longstanding supporter of both men’s and women’s cricket, championing the grassroots, domestic and elite game. That commitment now goes even further with their support of The Hundred and together we can introduce more people to our great sport and help them lead active, healthy lives.” 

Vitality, which first partnered with the ECB in 2013, has a broad UK sports sponsorship portfolio, including deals with England Netball, Scottish Rugby and a number of professional soccer sides. 

Neville Koopowitz, chief executive of Vitality, added: “Working together with the ECB, we hope to inspire many more people to take up and get involved in cricket, and to get more active, which all supports our core purpose to make people healthier and to enhance and protect their lives.” 

John Stephenson 


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