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Liverpool Vic pitches in £1m to push Frizzell

Liverpool Victoria is aiming to raise the profile of IFA arm Frizzell with a marketing deal for cricket&#39s County Championship.

The competition will be named the Frizzell County Championship in a four-year deal with the England and Wales Cricket Board worth £1m. Frizzell will also become sponsors of the Women&#39s County Championship, which it believes provides an opportunity to promote its affinity group services.

Frizzell has affinity relationships with 5.5 million people in professional groups, associations and trade unions.

The 2002 Frizzell County Championship season starts on April 19. The championship is the oldest domestic cricket competition, dating back to 1890.

England and Wales Cricket Board chief executive Tim Lamb says: “I am delighted to welcome Liverpool Victoria and its Frizzell brand into cricket sponsorship.

“The County Championship provides the major platform for the development of our future Test match players.”

Liverpool Victoria group director (marketing and sales) Simon Rhodes says: “We want to make more people aware of the Frizzell brand and the competitive products and services available to members of our affinity groups. The County Championship is an ideal way to achieve this.”

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