England Cricket has signed a three-year sponsorship agreement with London-based online trading and investments firm IG.
The deal struck between the company and the England and Wales Cricket Board (ECB) will see IG sponsor both the men’s and women’s national teams, with the firm’s logo appearing on the men’s shirt across all Twenty20, One Day International (ODI) and test fixtures.
“IG is an ambitious organisation which shares our commitment to be the best by maintaining high standards and developing strong partnership,” said Tony Singh, Chief Commercial Officer at ECB.
“Those values have been central to the success of our England teams making this relationship a natural fit. We look forward to working alongside IG over the coming years.”
The partnership has provided IG with a platform to build awareness of its brand, products and commercial objectives, such as the promotion of its Brighter Future initiative, through England’s crickets spectator events and coverage on Sky Sports.
In an official ECB statement, it was detailed that IG is ‘excited to work with the ECB’ as it works to ‘inspire generations through elite performance, increased accessibility and a commitment to its communities’.
Matt Macklin, IG Head of UK, said: “Watching the recent accomplishments of the England teams, we have been struck by the clarity of strategic thinking and quality of execution, and how this aligns with IG’s ethos as a business.
“We also share the ECB’s innate drive to keep improving and evolving, achieving new levels of success while having a positive impact on the world around us. We are hugely proud to be partnering with such a prestigious institution and cannot wait to get started.”
Additional partners of the ECB include new and used car marketplace Cinch – which replaced Natwest as principal partner – software and technology company Microsoft and kit supplier New Balance.
