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ASDA extend Kwik Cricket link

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The England and Wales Cricket Board (ECB) has announced that ASDA will continue its title sponsorship of Kwik Cricket until September 2009.

ASDA, who initially became an official sponsor in March 2006, will work in partnership with the ECB to develop and implement two major campaigns designed to use ASDA Kwik Cricket as a vehicle to educate children about the benefits of healthy living and also raise the profile of the sport within communities.

A core element of these campaigns will involve the ECB, in conjunction with the 18 first-class counties, and ASDA establishing a series of recreational junior cricket festivals across the country.

This will also include new girl's tournaments aimed at increasing levels of participation.

These festivals will be attended by high-profile professional cricketers who, in addition to passing on coaching tips, will also talk to kids about the benefits of healthy eating.

ASDA Kwik Cricket is currently played in 8,000 primary schools and over 4,500 of the 6,000 ECB affiliated clubs.

It is designed to provide children, between the ages of 7 and 11, with an introduction to cricket and can be played either indoors or outdoors.

It forms an integral part of the ECB's strategic goal of increasing the levels of participation amongst children. Each ASDA Kwik Cricket set comprises two bats, two sets of stumps and two balls.


Under the terms of the sponsorship renewal, ASDA will receive a wide variety of assets, including branding rights on all ASDA Kwik Cricket sets distributed, advertising rights and title sponsorship of the Under 11 national schools ASDA Kwik Cricket competition.

Last year, 130,000 children participated in ASDA Kwik Cricket making it one of the largest Primary school programmes in the UK.

John Perera ECB commercial director said: "We are committed to developing cricket at a grass roots level and so we're delighted that ASDA, an ideal brand for the ECB to work with given their focus on working local communities and with kids has decided to extend its sponsorship of Kwik Cricket."

Deborah Whitehead local marketing and ASDA in the community general manager said: “ASDA Kwik Cricket is proving to be very popular with the number of primary schools participating increasing each year.

“We're delighted to continue our sponsorship of Kwik Cricket. It's perfectly aligned to our strategy to focus on kids within local communities.

In 2008 we are adding to the programme by educating children around the benefits of healthy eating and doing more to support cricket within the local communities."