The ECB is signing promotional deals with fast moving consumer goods brands ahead of a big year for cricket in the UK. This year the country will host the Ashes and the ICC World Twenty20 tournament.
Trade publication Marketing reports that the ECB has already signed with an undisclosed food brand, and will announce a partnership with fitness supplements brand Maximuscle later this month.
Marketing also reports that the ECB is searching for a major global sponsor for its 'English Premier League' Twenty20 tournament, which starts this year, and for a new media partner, after confirming that it will not extend its existing deal with the Telegraph Group.
The ECB is also currently renegotiating existing sponsorships with Npower, for domestic Test matches, and Natwest, for domestic international one-day cricket.
The ECB's four-year sponsorship and broadcast cycle comes to an end this year.
