The ECB announced in March 2012 that LV= had agreed to renew its title sponsorship of the County Championship for a further four years.

The new agreement, which runs from 2012 to 2015, takes LV='s relationship with cricket into a second decade; the company first began sponsoring the competition in 2002.


The deal represents a major boost for the domestic four-day game. As part of the new deal, LV= receive extensive branding rights and tickets for the competition.

News and match highlights are available via the ECB website as well as the first-class county websites and the LV= County Championship ePlayer channel. The competition is also be promoted via the ECB’s iPhone and android mobile apps.

More than 300,000 people watched footage via the LV= County Championship ePlayer channel in season 2011 – and a new monthly magazine programme fronted by Darren Gough featuring news, interviews and highlights launched on the ECB video channel for summer 2012.

ECB commercial director John Perera said: “Our partnership with LV= has brought significant benefits to the domestic game and we are delighted that they are to continue their long association with this famous competition."

David Smith, LV= sponsorship director, added: “We are very pleased to renew our sponsorship of the LV= County Championship for a further four years.

“The County Championship remains the foundation for the English game and continues to play an important part in improving the development of the England Test side and we are delighted to be at the heart of it."

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