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SBD Global/July 15, 2014/Marketing and Sponsorship

England Women's Cricket Inks Deal With Kia, Marking Its First Standalone Sponsorship

The England women's cricket team has signed its "first standalone sponsorship agreement," a two-year partnership with Kia Motors, according to the BBC. The England & Wales Cricket Board "would not disclose the exact value" of the deal, but said that it was worth more than six figures per year. Other sponsorship arrangements with the women's team have "been part of deals with the entire England set-up." Under the terms of the agreement, Kia will become the "sole title sponsor of England's home Test matches over the next two years" (BBC, 7/14). In London, Richard Hobson wrote the deal is worth about £250,000, and ECB Head of Women's Cricket Clare Conner said it was "another indication that a career in cricket is a viable option for the most talented sportswomen" (LONDON TIMES, 7/15). CRICKET WORLD's John Pennington reported Kia will "also benefit from a range of sponsorship and marketing rights around the team and contracted England players will be provided with the all-new Kia Sportage during the two-year term." ECB CEO David Collier said, "We are delighted to welcome Kia as a new official partner of England women's cricket. This agreement is a ground-breaking first for the England women's team and reflects the huge success the side has enjoyed over the last 12 months, along with the players' wider role as superb ambassadors for the sport" (CRICKET WORLD, 7/14). SKY SPORTS reported England women's cricket captain Charlotte Edwards said the contract "reflects the success they have had on the pitch." Edwards: "My first match was in 1996. I paid for my own blazer, paid for the trip, paid for my own hotel. Now to be paid to play cricket, 18 years on ... it's something I didn't think I would see in my time. ... It's quite mind-blowing what has happened in the last three months and today is a day I'm quite proud of" (SKY SPORTS, 7/14).
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