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ECB extends agreement with Vitality to The Hundred

(Photo by Alex Davidson/Getty Images)

The England and Wales Cricket Board (ECB) has added health and life insurance company Vitality to the sponsorship portfolio for its new short format competition, The Hundred.

The two-year Official Partner agreement extends Vitality’s involvement with English cricket. The brand signed up as Title Sponsor to the Twenty20 Blast tournament, as well as England women’s and men’s home international T20 series.

It also remains associated with the England Test team, having been an Official Partner of the ECB since 2013. Test captain Joe Root is an official brand ambassador.

The news follows a spate of recent deals for the Hundred. KP Snacks, sports headwear and apparel brand New Era and sportswear brands New Balance have all signed up to sponsor the new tournament in recent months.

Rob Calder, commercial director of The Hundred, said of Vitality: ‘’We are really pleased that their sponsorship will now include The Hundred. Vitality have a great record of activating sponsorships to grow fan-bases and participation.”

The competition will begin in July 2020 and feature eight new city-based teams from Leeds, Nottingham, Birmingham, Cardiff, Southampton and two in London. The players who will represent each side will become clearer with the men’s player draft on Sunday October 20.

Read this: Q&A | Chrissy Fice, brand director, Vitality UK