LV= and ECB launch 'In With Heart'

27 May 2021

By: Sport Industry Group

Ahead of the upcoming two-match test series against New Zealand, the ECB and Official Title Partner LV= have launched a new ‘In With Heart’ campaign.

Bringing together stars of the men’s, women’s and disability teams with grassroots champions and leading fans, the campaign encourages everyone involved with the game to discuss what it means to them and their lives.

A film accompanying the launch, featuring Michael Vaughan, Heather Knight, Ben Stokes, Jofra Archer, disability star Joradn Williams and The Barm Army’s Rob Lewis, sees members of the game discuss their own favourite moments from through their careers.

Throughout the campaign, LV= will present eight #Funds4Runs grants that focus on areas where access to cricket is limited – including children from deprived backgrounds, diverse communities, disability groups and women and girls initiatives – to help connect them with the elite game.

Heather Smith, Managing Director at LV= General Insurance, said: “Our In With Heart film brings together faces from all walks of the cricket family and really showcases the excitement, passion and community spirit the sport generates, whether you’re playing in the park with friends or walking out to bat at Lords in a Test match.

“This togetherness and unity have never been more important and that’s why we’re so proud to be title partner for the next three years.”

ECB Chief Executive Officer, Tom Harrison, said: “The ‘In With Heart’ campaign underlines LV= Insurance’s support for the entire cricket community and celebrates the close connections that make our sport unique.

“The pandemic has taught us the value of strong relationships, from grassroots level through to our England teams, and thanks to LV= Insurance we will reach out to even more people to show them that cricket is a game for everyone.”