Vitality Activates New ECB T20 Partnership With Multi-Competition Celebratory Shoot Spot

It was in February 2018 that the ECB announced Vitality as the new title sponsor of T20: a sponsorship that includes all England’s home T20s, Blast and key grassroots competitions.

The health and life insurance company penned a four-year partnership to sponsor ECB’s domestic T20 Blast as well as key grassroots T20 tournaments and a two-year deal as title sponsor of all England’s home international T20 series (women’s and men’s).

The tie-up sees Vitality assume full competition naming rights, in-ground advertising and hospitality rights, plus access to England players.

When the deal was unveiled, ECB Commercial Director Rob Calder said: “We’re excited to be working with a partner who shares our enthusiasm and passion for T20 cricket. It’s the fastest growing format of the game, an integral part of ECB’s long-term strategy and has a critical role to play in bringing new people to the sport.

“Vitality are an established brand in the sports marketplace with a proven track record of using sponsorship successfully to grow fan-bases and improve participation levels. They’re a natural fit for a partnership to drive interest and engagement in all our different T20 competitions at every level.”

While Neville Koopowitz, CEO of Vitality, added: “We’re delighted to be partnering with the ECB for T20 cricket. T20 is a brilliant innovation that’s revolutionising the sport around the world.

“This new sponsorship aligns with our own vibrant brand and fits with our desire to increase awareness and engagement among families and across all levels of the game while at the same time telling more people about Vitality.”

This new T20 campaign isn’t Vitality’s first UK cricket work: indeed, it follows the Joe Root fronted ‘Where’s Your Wicket’ 2016 campaign (see case study) after adding him to the brand’s sports endorser stable back in May 2016 (along with the likes of Jessica Ennis, Theo Walcott, Lord Sebastian Coe and Jonny Wilkinson in the UK).

As well as its T20 sponsorship, Vitality is also UK Test Match grounds, as well as being the Official Wellness Partner of Arsenal FC, AFC Bournemouth, Liverpool FC, Manchester City FC, England Rugby, Scottish Rugby, the Welsh Rugby Union, Cricket’s and England Netball, as well as title sponsor of the Vitality Run Series and Official Partner of The Sunday Times and Sky Sports Sportswomen of the Year Awards in association with Vitality.

Vitality primarily uses its sports sponsorships to use their passion for healthy living to inspire people to get active and make positive changes to their health and to motivate everyone to take achievable steps towards lifelong wellness.