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Royal London agrees four-year cricket sponsorship deal

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.”

The firm announced plans last month to scrap the Scottish Life, Bright Grey and Scottish Provident brands. All will come under the Royal London name over the next two years.

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.”

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