ECB seeks brands for first ever Ashes partnerships
LONDON - The England and Wales Cricket Board (ECB) is looking to create brand promotions around the Ashes for the first time in the series' history.
The ECB has hired Initials Marketing to develop brand partnerships in four main categories, offering exclusive rights to use the Ashes logo and other aspects of the series.
The categories being targeted are soft drinks, cereal, confectionery and snacks, although others will be considered. Brands will have exclusivity in the nature of the promotion.
In addition to permission to use the logo, brands will be able to offer Ashes memorabilia, tickets to games and have access to ex-players through the ECB's tie-in with the Professional Cricketers Association masters series.
In the absence of other major sporting tournaments in 2009, the Ashes - which England won in 2005 - is likely to be one of the main sporting events of the year.
Earlier this year, the ECB and title sponsor Npower launched a cheeky viral campaign to raise awareness of the Ashes logo on Australia day. The creative included clips from England's 2005 victory.
The ECB is planning to secure a title sponsor for the upcoming English Premier League. With the Twenty20 competition due to launch in 2010, it is believed the ECB is looking to emulate the success of similar competitions in rugby and football.
This article was first published on Promotions & Incentives
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