The England and Wales Cricket Board has agreed a new sponsorship deal for the County Championship, said to be worth £1.2million over four years until 2009.
The competition will be known as the Liverpool Victoria County Championship from next season, reports the BBC.
The company has backed the Championship since 2002 under the name Frizzell.
"We now want to transfer the benefits of the media coverage and other exposure to our main public brand," said a company spokesman.
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