When your brand speaks…English cricket gets a make over

The England and Wales Cricket Board extended its deal with official kit suppliers Admiral to sponsor the England Cricket Teams’ kit until March 31 2010. However the England one-day international kit has seen replica items on sale through exclusive retail partner, ASDA, in over 100 stores.

According to the England and Wales Cricket Board. The English cricket bosses have signed a deal with Adidas. The black and white stripe brand is taking over from Admiral – the team’s official kit sponsor over the past five years In April next year. The deal means Adidas will be the sponsor of both England and Australia when the two teams lock horns for the next Ashes battle in the summer of 2009.

The Brand licensing company which owns the Admiral trademark has been paid £1.6m by Adidas to end its sponsorship early and it will also pay reduced royalty payments on sales to the England and Wales Cricket Board.It is understood that the German sportswear giant is paying a significantly higher amount to the ECB over the five-year course of the deal.

Although Admiral’s tenure as kit sponsor was due to run until 2010, its exclusivity under thedeal ends in 2009. The IBL chief executive Tony Hutchinson stated that the England and Wales cricket board made the first move over ending the partnership which goes back to the Ashes (victory) in 2005 and Nike’s deal to sponsor the Indian cricket team.

Commercial director John Perera thanked Admiral for its support over the past five years and welcomed didas as a “world class” maker and supplier of kit.

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