LV=GI Expands ECB #Funds4Runs Into Test & County Championship Title Sponsorship

On 12 January the England and Wales Cricket Board (ECB) announced an extension of its partnership with LV=General Insurance (LV=GI) which sees the insurer become the ECB’s long-term Official Title Partner of Men’s and Women’s Test Cricket and of the Men’s County Championship. The new tie-up will run until the end of 2023 and will include the 2023 Men’s Ashes Series.


The new alliance was promoted via a PR and digital/social campaign across both the rights owner and brand channels.




The announcement was timed to coincide with the general ticket sale launch for the first LV= Insurance Test Series between England and India in August and September.


The new deal expands LV=GI’s longstanding cricket association: it has previously been the title partner of the County Championship during three stints between 2002 and 2015 and follows on from the brand’s late 2020 work with the ECB launching the jointly-funded £1m #Funds4Runs initiative.


#Funds4Runs aims to help grassroots, recreational cricket recover from the coronavirus pandemic and aims to deliver against a trio of objectives:

> Connecting communities and improving lives through cricket.

> Increasing the relevance of cricket locally.

> Growing long-term engagement with the game in those communities.


It was launched in late 2020 with a launch event and a series of LV=GI online videos with Ollie Pope, Isa Guha and Michael Vaughan.





“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 LV= GI Managing Director Heather Smith.


“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 added: “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.











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