Asian car brand Kia extended its "formative" sponsorship of the England women’s cricket team in a deal that will last until '20, according to John McCarthy of THE DRUM. The brand is building on its "substantial involvement of the sport," including that of the Super League partnership, extending a deal that has been in place since '14 for another two years. The brand "has much support for women's sport." Earlier this year, it "snapped up support" of the Ladies’ Professional Golf Association (THE DRUM, 9/11).
DRINK UP: TALKING RETAIL's Eilis Cronin reported soft drink brand Rubicon is now the official sponsor of the England cricket team, involving a three-year partnership with England men’s, England women’s and England disability teams "across Test, One-Day, and T20 matches." The brand’s "biggest ever partnership began this summer," with highlights such as England women’s success at the Int'l Cricket Council Women’s World Cup, West Indies Tests, IT20 and ODIs, and "will include both the men’s and women’s Ashes in Australia later this year" (TALKING RETAIL, 9/11).
