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Middlesex partners with Nike, revamps brand

English County Championship cricket team Middlesex has signed a kit partnership with US sportswear giant Nike and revealed a new brand identity ahead of the start of the 2017 season.

Nike will serve as the official provider of Middlesex’s playing and training kit. The length of the agreement was not disclosed but the agreement will at least cover the 2017 season, which begins next month.

Nike will provide Middlesex with a cream kit for the County Championship, a navy blue kit for the One-Day Cup and a pink kit for the T20 Blast competition.

Nike will also supply Middlesex, winner of last year’s County Championship, with a full range of training kit and leisure wear, including tracksuits, training tops, shorts, caps and polo shirts.

Middlesex’s partnership with Nike coincides with the unveiling of a new brand identity for the club. The team’s new logo features a crown to mirror the Middlesex County coat of arms and a more modern typeface.

The club also redefined its brand purpose to: ‘We exist to be the most successful county cricket team in the country and to be a beacon in sport known and respected for doing things right.’

Middlesex chief executive Richard Goatley said: “Today sees the completion of an extensive brand insight and development project which has brought us to this launch.

“Successful sporting organisations all have one thing in common – a strong brand identity with values that are shared with a wide audience. With our new partnership with Nike in place and with Middlesex Cricket’s brand purpose clearly defined we are excited about the future.”