Royal London has announced a four-year deal with the England & Wales Cricket Board to sponsor one-day international cricket.
The deal, which starts next year, will include the Royal London men’s and women’s one-day internationals, the Royal London one-day country cup, the Royal London national club championship and the Royal London junior county cup.
Royal London group chief executive Phil Loney says: “Cricket is a very British sport, we are a very British company and we are pleased to be working in partnership with the ECB to help them develop one-day cricket at an international and domestic level.”
Ascentric, the platform owned by Royal London, will retain its existing branding.
Philip J Milton & Company managing director Philip Milton says: “It is sad sometimes when names disappear and all that marketing value is lost forever. Sometimes companies do not recognise the value of a brand. But in this case it will not have a big impact as not all brands were acquired from a position of strength.”