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SBD Global/November 21, 2013/Marketing and Sponsorship
England Cricket Parlays Onfield Success Into $600M Commercial Boost
Published November 21, 2013
HEAVYWEIGHT SPONSOR LINEUP: The ECB’s sponsorship lineup, featuring companies such as adidas, Nestle, Investec, Jaguar Land Rover and Veuve Clicquot Ponsardin, is now "so broad as to resemble that of a major soccer club." BrandRapport Dir Nigel Currie: "It used to be just the main sponsor and the clothing sponsor and a couple of others. There’s a whole range of sponsors and brands associated with the England team and the whole ECB setup. From bottled water to cars to formal clothing to shirts and all sorts of things." London-based sponsorship agency Synergy CEO Tim Crow said that he is "impressed by the ECB’s recent commercial achievements, especially its ability to win such a long-term commitment from Investec." Crow: "The procurement departments of a lot of companies wouldn’t allow them to make a 10-year investment." Investec CMO Van Niekerk said the asset manager carried out a “thorough evaluation” of the entire England setup before putting pen to paper. Van Niekerk said, "It’s a risky investment. What if viewership suddenly dropped or if the team started playing really poorly. We have to consider all those aspects." Broadcast revenue "is the ECB’s biggest income source." At $125M a year, TV deals contribute more than 80% of income. The bulk comes from Sky Sports. In '12 Sky "won TV rights to all home international and domestic matches." The deal "also covers women’s cricket, an increasingly successful part of the game following this year’s Ashes win for the England women’s team." In addition, the ECB also "has a long-standing radio deal" with the BBC, a highlights agreement with terrestrial U.K. broadcaster Channel 5 Broadcasting, and last year signed a seven-year deal with ESPN STAR Sports in Asia (BLOOMBERG, 11/20).