ASDA, who initially became an official sponsor in March 2006, has extended its title sponsorship of Kwik Cricket until September 2009.

ASDA 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’s 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.

John Perera, commercial director of ECB, 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 & 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."