SportBusiness.com

NatWest sign with PCA

UK bank NatWest has extended its long association with English cricket by signing a partnership deal with the Professional Cricketers' Association (PCA).

The annual partnership deal includes an extensive programme with the Team England Player Partnership and title sponsorship of the PCA Players’ Awards Dinner.

NatWest has ploughed more than £35m into the sport over the last two decades through sponsorship of the NatWest Trophy, ICC Cricket World Cup, the NatWest Series and this year's new tournament - the NatWest Challenge.

The Team England Player Partnership will be working closely with NatWest to help encourage more youngsters to experience the game and adopt it as their favoured sport.

The programme will also be supported online with cricket fans being given access to exclusive information and interviews on NatWest's website.

Said Stephen Day, head of brand strategy, NatWest: “Our partnership with the PCA will provide us with a fantastic platform to help raise the profile of all our Cricket sponsorship activities both during and around The NatWest Challenge and The NatWest Series.”

NatWest's cricket sponsorship was arranged through Octagon.