The England and Wales Cricket Board (ECB) has signed up online automotive retailer Cazoo as Principal Sponsor of The Hundred.
The multi-year deal begins ahead of The Hundred’s inaugural season in 2021, which will involve the debut of the ECB’s new 100-ball-per-side format for the first time. The Hundred was initially scheduled for a 2020 start date, but will now begin in the summer of 2021 after being postponed due to the Covid-19 pandemic.
As part of the agreement, the negotiation of which also involved sports market agency CSM Sport & Entertainment, Cazoo will be granted shirt sleeve visibility on the kit of all eight franchises taking part in the men’s and women’s editions of the tournament.
The brand will also be present in stadiums and across ECB digital platforms.
The Hundred sponsorship portfolio also includes KP Snacks, holding front-of-shirt rights for each team. The KP sponsorship initially drew criticism for advertising junk food, which the ECB refuted, highlighting the commitment to healthy living and a balanced diet incorporated within the agreement.
Other sponsors of the tournament include kit supplier New Balance, headwear specialists New Era, and health and lifestyle brand Vitality.
All 62 games during the competition’s first season will be broadcast on the BBC and Sky Sports in the UK.
For Cazoo, the deal builds further on its growing presence in UK sport. Prior to the start of the 2020-21 season, it entered the UK football market, signing front-of-shirt sponsor contracts with English Premier League clubs Everton and Aston Villa.
This followed the signing of a seven-figure ‘Principal Sponsor’ deal with the Rugby League World Cup 2021, which will be held in England.
Alex Chesterman, founder and chief executive officer of Cazoo, said of The Hundred agreement: “This relationship is an important part of our growth plans and will help Cazoo become a household name and as we engage with new and existing cricket fans across the country and continue to deliver the best possible car buying experience for UK consumers.”
John Stephenson
john@cricketinvestor.co.uk
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