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SBD Global/August 7, 2013/Marketing and Sponsorship

England And Wales Cricket Board Lands Four-Year Deal With U.K. Bank NatWest

The England and Wales Cricket Board has signed a "ground-breaking" contract with U.K. bank NatWest, according to the PA. NatWest has agreed to not only become the new backer for domestic Twenty20 -- currently sponsored by Friends Provident -- but "all short-format matches" in the U.K., including internationals. That includes England's eight Twenty20 fixtures against Sri Lanka, India, New Zealand, Australia, Pakistan, the West Indies and South Africa in the contract period. NatWest "will also become the lead sponsor of the national Twenty20 club competition and title sponsor of the women's Twenty20" (PA, 8/6). THE SPORTS CAMPUS reported the four-year deal will see NatWest become the title sponsor of the county T20 competition with the majority of matches being played on Friday nights beginning in '14. In recreational cricket, NatWest "retains the title sponsorship of the extremely successful" annual NatWest CricketForce weekend, where thousands of cricket clubs hold volunteer events to boost investment in grounds and facilities prior to each season. NatWest also retains sponsorship rights to the NatWest Outstanding Services to Cricket Awards, which "recognises and rewards the game's volunteers" (THE SPORTS CAMPUS, 8/6).
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