LV= becomes Official Title Partner to ECB Test Cricket teams

12 Jan 2021

By: Sport Industry Group

The ECB has announced a new long-term partnership with LV= General Insurance (LV=GI) which will see the brand become  the Official Title Partner of Men’s and Women’s Test Cricket in England & Wales, as well as the Men’s County Championship.

The deal will run until the end of 2023, and will also include the 2023 Men’s Ashes Series.

LV=GI has a longstanding association with cricket, and the move marks a return to the professional game in England and Wales for LV= GI, having served as title partner of the County Championship across three separate stints since 2002 – most recently from 2007-2015.

The move also expands the brand’s recent work with the ECB, following the launch of the jointly-funded £1million #Funds4Runs initiative, which aims to help recreational cricket recover from the coronavirus pandemic.

The initiative, and LV= GI’s support, will also help 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.

“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,” said Heather Smith, Managing Director, LV= GI.

“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.”  

ECB Chief Executive, Tom Harrison, said: “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.

“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.”

The news coincides with the launch of general sale tickets for the first LV= Insurance Test Series, which will see Joe Root’s England team take on India in August and September this year, with five matches at Trent Bridge, Lord’s, Emerald Headingley, the Kia Oval and Emirates Old Trafford.