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SBD Global/October 23, 2012/Marketing and Sponsorship
England Cricket's Shirt Sponsor Will Not Renew After Contract Expires In '14
Published October 23, 2012
A WATCHFUL EYE: MARKETING MAGAZINE's John Reynolds noted that earlier this year, Brit Insurance had dropped its marketing and communications team, "a move that put the future of its sponsorship in doubt." Perera, on a replacement sponsor, said: "The brand has to have stature commensurate with the England team. Some of the football deals wouldn't be appropriate for English cricket." The comment is a "well-aimed dig" at deals such as EPL Newcastle's United's "recent sponsorship agreement with controversial loans company Wonga" (MARKETINGMAGAZINE.co.uk, 10/22). REUTERS' Weir added that there is "growing evidence that companies are looking closely at what they are getting from their sponsorship agreements when corporate budgets are tight." U.K. Athletics has yet to announce a new sponsor after insurer Aviva announced it was ending its 13-year partnership (REUTERS, 10/22).