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New Balance replaces Adidas as ECB kit partner

The England and Wales Cricket Board has today (Wednesday) confirmed a new kit partnership with US sportswear brand New Balance.

The five-year deal will run from 2017 to 2021 and will see New Balance replace German sportswear company Adidas as the official kit supplier to the ECB and the England cricket teams.

News of a potential deal with New Balance was first reported in January 2016. The contract includes providing match and training wear to all England teams including the men’s and women's Test, one-day and T20 sides as well as the Lions and all four England disability teams.

The new relationship will begin with the men’s one-day international series against Ireland, starting on May 5. It will also encompass this summer’s Champions Trophy and the Women’s World Cup, plus the men’s and women’s Ashes series in Australia this winter.

Fran Allen, New Balance’s vice-president for the EMEA region, said: “The new relationship signals our strong commitment to the sport, in all formats, and at a formative moment as the game looks forward to enhancing its popularity and appeal across an even broader audience. At the same time, this arrangement stands to underpin New Balance’s position as a leading global sporting brand.”

ECB commercial director, Sanjay Patel, added: “This relationship will form part of our broader strategy to grow the game at every level. It’s a great opportunity for us to work closely with a leading global brand, delivering promotional campaigns which will help cricket reach out to new audiences and achieve even greater exposure as a sport, while connecting with fans across the country.”