THE ENGLAND and Wales Cricket Board (ECB) has secured insurance brand LV= as the title sponsor of the County Championship for a further four years.
The deal, which will run inclusive from 2012 to 2015, is valued by Frontloaded at around £500,000 per year.
As title sponsor of the County Championship, LV=, known as Liverpool Victoria prior to the company’s £2m rebranding operation in 2007, will receive extensive signage rights at all 18 county grounds.
LV= has been the naming sponsor of the Championship since 2002, having first sponsored the competition under its Frizzell brand. In 2006 London Victoria assumed the title sponsorship and in 2009 renewed its agreement until 2012.
LV= is the title sponsor of another Anglo-Welsh tournament, the LV= Cup – a rugby union tournament which sees the 12 English Premiership Rugby teams and the four Welsh sides from the RaboDirect Pro12 compete for the trophy.
To conclude its sponsorship portfolio, LV= is a sponsor of Twickenham-based Harlequins Rugby Club, having signed a three-year deal in 2008 before renewing for an undisclosed period in 2011.
The County Championship deal was negotiated between ECB Commercial Director John Perera and David Smith, Sponsorship Director of LV=.
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG