The England and Wales Cricket Board (ECB) today announced that car manufacturer Kia has signed a two-year sponsorship deal to be the official car of England women’s cricket.
The historic deal represents the first ever standalone commercial arrangement for the England women’s team and in signing the agreement Kia has therefore become the first ever official England women’s cricket partner.
Under the terms of the agreement Kia will become the sole title sponsor of England women’s home Test matches during the next two years – first against India at Wormsley Cricket Ground this August, followed by the Women’s Ashes Test against Australia next summer. The partnership will also give Kia a range of sponsorship and marketing rights around the England women’s team, including in-ground activation at women’s international matches in England.
Contracted England women’s players will be provided with the all-new Kia Sportage car for the duration of the two-year sponsorship term.
ECB Chief Executive, David Collier, said: “We are delighted to welcome Kia as a new official partner of England women’s cricket. This agreement is a ground-breaking first for the England women’s team and reflects the huge success the side has enjoyed over the last 12 months, along with the players’ wider role as superb ambassadors for the sport.
“It also illustrates how important media exposure is for the promotion of women’s cricket and we are indebted to our principal live broadcast partners, Sky Sports and BBC Radio, whose excellent coverage plays such a vital role in making the sport attractive to potential business partners.”
Clare Connor, ECB’s Head of Women's Cricket, added: “This is a historic step for England women’s cricket and I am thrilled to be embarking on this new partnership with Kia.
“Major global brands want to be associated with winners, and it is fantastic that the team’s outstanding performances on the field and growing media profile have enabled the England women’s cricket to earn their first-ever standalone commercial deal. This is a significant breakthrough for both women’s cricket and women’s sport as a whole, and I’m sure our commercial team will be working closely with Kia to help them achieve maximum exposure for their brand.”
Paul Philpott, President and CEO of Kia Motors (UK) Ltd, commented: “We are delighted to be a major partner of England women’s cricket. Kia’s affinity with cricket is well known as we have been the lead sponsor of the iconic Oval and Surrey County Cricket Club since 2011. Supporting the hugely successful England women’s team is the next evolution for Kia in cricket. We wish the team massive success in this summer’s matches and know the team will love driving their Kia Sportages.”
Minister for Sport, Helen Grant, also applauded the news: "This is a significant stride forward for England women's cricket. Sustained success on the field of play has translated in to an increase in media coverage and commercial value for the sport. I applaud the England players who are fantastic role models and the commercial team at ECB for securing this ground-breaking partnership with Kia."