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ECB announces LV= General Insurance as Test cricket title partner

The England and Wales Cricket Board (ECB) have unveiled LV= General Insurance as their new official title partner of men's and women's test cricket, as well as the men's County Championship.

ECB announced LV= as test cricket title partner

The insurance firm will replace Specsavers as title partner, a in the new deal that will run until 2023, including the 2023 men's Ashes Series.

LV= have long had a relationship with England and Wales cricket, having been the title partner for County Championship on three occasions previously since 2002 and most recently between 2007 and 2015.

The deal also sees an expansion of the brand's recent work with the ECB, that saw £1 million, jointly-funded, for the #Funds4Runs initiative, created to help recreational cricket recover from the coronavirus pandemic.

The initiative, and LV='s support, will help to deliver against three wider ECB objectives: delivering the purpose of ‘connecting communities and improving lives’ through cricket, increasing the relevance of cricket locally, and growing long-term engagement with the game in those communities.

“LV= has a long and proud history of supporting cricket and their return as a partner will benefit all levels of our game. The strength of our partnerships are vital and in LV= I know we have a partner that shares our ambition to support the growth of cricket from grassroots to our England teams," said ECB Chief Executive, Tom Harrison.

“Today’s announcement is great news for domestic and international cricket and builds on the £1million #Funds4Fund community initiative that we have jointly made with LV= to support areas of the recreational game hardest hit by COVID-19.

“We are excited about the prospect of a summer of cricket that will feature the return of the LV= Insurance County Championship as well as a highly-anticipated LV= Insurance Test Series against India. We know how much our fans are looking forward to a summer of cricket and we continue to work closely with government and plan for how we can safely welcome supporters back to our venues.”

Heather Smith, Managing Director, LV= GI added: “As a business we’ve got a strong heritage in cricket going back almost 20 years and this partnership with the ECB gives us a fantastic opportunity to build on what we’ve done already and deepen relationships across all forms of cricket,”

“We understand the importance of supporting local communities and the launch of #Funds4Runs, to help grassroots cricket clubs to get back on their feet during this awful time, was a proud moment and this longer term partnership will give us the opportunity to support cricket at all levels.

“Domestic Test and County cricket has seen some truly historic moments in recent history, so to be a part of this over the next three years is very exciting. Away from the professional game, we also want to help strengthen cricket communities across the UK, and our values around supporting communities closely align with those of the ECB.”

Despite the financial arrangements of the agreement not being made public, the deal will go towards supporting the ECB through the difficult COVID-19 period that could cost the body £200 million if the disruption continues, as warned by the ECB in September.

Author: Jake Wilkin