The ECB, in partnership with creative agency MATTA, has rebranded England Cricket to unite England Men, England Women and the England Disability teams under a shared identity.
The launch coincides with the release of the England Men and England Women 2026 fixtures, where both teams will play India at home across all three formats (Test, ODI and T20). In a world first, England Women will host India in a four-day Test match at Lord’s Cricket Ground.
This follows the landmark summer of 2025, where England Men, England Women and England Disability played India at home in overlapping, coordinated series. A first-of-its-kind schedule that represents all teams.
The rebrand: three teams, one identity
Following extensive research involving fans, players, ECB staff and stakeholders, as well as fan segmentation work that identified the core audiences, the ECB and MATTA developed the new platform with a strategic repositioning of England Cricket’s brand. It brings all teams together under a single identity, not by focusing on what makes each team different, but by celebrating what unites them: the pride, passion and personality that only the national team brings to the pitch.
Much like the tones of one voice, the visual identity flexes across different formats, allowing the unique energy of Test, ODI and T20 cricket to come through, while still looking and feeling part of the same brand.
The new identity has been rolled out this summer across all fan-facing channels, including digital platforms, social media, merchandise and in-bowl graphics.
Jen Vile, Marketing Director at the ECB, said: "The re-fresh of the England Cricket brand encapsulates everything that is brilliant about our compelling teams and our sport. It allows us to unite England Men, Women and Disability under one shared identity, whilst celebrating our unique differences, whether that be across the formats we play or the venues we play in. This approach will enable us to continue to grow our audience and build upon our passionate fanbase.”
Matt Hunt, Executive Strategy Director at MATTA, said: “The England Cricket brand has always carried deep tradition. Our task was to unify that legacy with a forward-looking identity. One that invites every fan in and elevates every team and player equally.”