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ECB extends New Balance partnership to The Hundred

(Photo by Clive Mason/Getty Images)

The England and Wales Cricket Board have signed up sportswear brand New Balance as the Official Kit Supplier to its new short-format competition, The Hundred.

As reported by SportBusiness, the commercial deal will be centralised meaning all eight men’s and women’s teams involved in the tournament will wear kits made by the brand.

The new kits will be visible at the team unveiling for The Hundred, which takes place this Thursday. The event will see England’s most prominent players assigned to teams within the competition.

Liam Burns, Head of Cricket for New Balance, said: “We’re thrilled to be involved in this exciting new competition. It is great to produce designs that are a true representation of each team – the result is eight brand new kits unlike anything seen before in cricket in England and Wales.”

The agreement builds on a partnership which saw New Balance sign a five-year deal to become England Cricket’s Official Kit Supplier in 2017. According to the Daily Mail, that deal is worth around £2 Million per year.

The men’s team shirt for the 2019 Cricket World Cup enjoyed unprecedented success, selling out within days, and creating a backlog of orders that is ongoing, the ECB told SportBusiness.

The brand also sponsors England test cricket captain Joe Root.

Rob Calder, commercial director of The Hundred, said: “New Balance has been a long-standing partner and we are delighted to extend our relationship with them to include The Hundred. Following the amazing success of the 2019 England men’s World Cup shirt, we know New Balance produce kits that fans love and world-class players are proud to wear.”

The inaugural season of The Hundred is set to begin during the summer of 2020.