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Kia drives forward with landmark England women’s cricket deal

South Korean automotive manufacturer Kia Motors has reached a two-year deal with the England and Wales Cricket Board (ECB) to become an official partner of England women’s cricket.

The landmark agreement represents the first ever standalone commercial arrangement for the England women’s cricket team.

Under the terms of the partnership, Kia will be the 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. 

Kia will also benefit from 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 a Kia Sportage car for the duration of the sponsorship.  

ECB chief executive David Collier said: “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.”

Kia has an established presence in English cricket as the naming rights sponsor of the Oval Test match ground in London. The financial terms of its tie-up with the ECB were not disclosed.