News24

Sponsor dumps England team

2012-10-22 11:42

London - England's cricket team, deposed by South Africa as the world's top test side, has begun the search for a new shirt sponsor after Brit Insurance said it would not renew its contract when it expires in early 2014.

The company's name appears on all England playing and training kit under a four-year agreement signed in 2010. The contract is due to expire at the end of the 2013-14 Ashes series in Australia.

"We hope to find someone before spring 2014," England and Wales Cricket Board (ECB) commercial director John Perera said.

"If the logistics work and someone came in early we could do something in time for the (2013-14) Ashes down under," he added, estimating the existing deal was worth up to 18 million pounds ($29 million).

Brit Insurance said the decision to end the sponsorship was because of changes to its business. It sold many of its British domestic operations this year and is focusing on global underwriting.

There is growing evidence that companies are looking closely at what they are getting from their sponsorship agreements when corporate budgets are tight.

UK Athletics is yet to announce a new sponsor after insurer Aviva said it was ending a 13-year partnership.

Cycling fears more teams will follow the example of Dutch lender Rabobank and drop out of the sport as it struggles to limit the damage from the Lance Armstrong doping scandal.

English cricket will enjoy a high profile next year after this season's Test series with South Africa, a battle for world number one status, was overshadowed by the London Olympics.

The England team host Australia in a five-Test Ashes series in the middle of next year before the two teams clash again down under in 2013-14.

Investec sponsors England's home Tests under a 10-year deal signed last November that gives the specialist bank and asset managing company naming rights to matches and allows it to advertise its brand on the outfield and stumps.

($1 = 0.6241 pound)

Reuters

Comments
  • tang.willemse - 2012-10-22 11:46

    They must ask Castle, that will make 90% of the players feel a little more "at home"!

      bakkies.botha.39 - 2012-10-22 12:08

      Lol, klomp barbare!!!

  • bakkies.botha.39 - 2012-10-22 12:08

    Woder hoekom het hulle KP se foto gebruik op die artiekel???

      tang.willemse - 2012-10-22 12:23

      Hy's seke lus vir 'n Castle!

      upumba - 2012-10-22 12:25

      sensationalist jouno's

      richard.barnes.3914 - 2012-10-22 12:40

      Because KP is bigger than the game. Look at the Scorchers/Daredevils match report on News24. It's all about KP. Morne Morkel and man of the match Agarkar don't even get mentioned, neither does Viru Sehwag despite getting a fifty. KP makes nine and takes no wickets - and the entire article is about him. Go figure.

      bakkies.botha.39 - 2012-10-22 16:24

      Thats on the dot Richard!

  • reyhaan.hassen - 2012-10-22 12:28

    how do sponsors gain money ? ive always wondered, can anyone explain ?

      richard.barnes.3914 - 2012-10-22 12:38

      The same way they gain money by showing their products on TV, in newspapers and on highway billboards - brand awareness and advertising. Had you ever heard of Brit Insurance before seeing England play? Had you ever heard of India Cements before seeing Chennai in the IPL?

      dhirshan.gobind - 2012-10-22 14:03

      it just mass marketing and publicity - on face value yes it does not make sense to splash millions on a shirt deal but in the long run it's worth it!

  • jmokgotlhoa - 2012-10-22 12:52

    At a glance, the article suggests that it is KP's fault, even though the contents explain otherwise...

      richard.barnes.3914 - 2012-10-22 15:14

      I don't think it's anybody's fault, just a case of sponsors moving on to more effective (for them) advertising methods. I think in any case that sponsorship of national teams should be limited to two or three years. The Boks are South Africa's team, not ABSA's. A long-term sponsorship isn't good for the identity of the national team imo.

  • jimmy.ngwenya.94 - 2012-10-22 18:20

    i guess its painful 4 england 2 lose 2 mzansi if my memory serves me correct most english skippers hv retired afta losin 2 s.a now their sponsor is pulling the plug on their sponsorship. CONCLUSION: ENGLAND ARE A BUNCH OF SORE LOSERS

      richard.barnes.3914 - 2012-10-22 19:38

      Your memory does not serve your correctly. England have had seven captains with a minimum of 10 Test matches as captain since SA's readmission to world cricket - Gooch, Stewart, Atherton, Hussain, Vaughan, Flintoff, Strauss. Two of the seven have resigned after series defeats to SA. And both of those were for reasons other than the series loss. If England were sore losers who sacked their captain after a series loss, they'd have had about 30 captains since SA was readmitted to world cricket. Mike Atherton lost several series as captain (including to SA) without losing the captaincy. The English captain goes when he loses the support of the dressing room or the ECB, not when he loses to SA.

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