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Waitrose to end role as main sponsor of English cricket

The England and Wales Cricket Board is searching for a new main partner after supermarket chain Waitrose opted not to renew its sponsorship deal.

Waitrose’s three-year agreement with the ECB expires after the conclusion of England’s tour of India in December. UK newspaper the Daily Mail claimed the supermarket chain was unwilling to meet the 100-per-cent increase in value that the ECB sought.

“We are talking to a range of potential partners keen on being involved with the team,” an ECB spokesman said.

Waitrose replaced financial services company Brit Insurance as the ECB's main sponsor in May 2014. Under the agreement, the supermarket’s logo appears on England’s playing and training wear.

Waitrose receives extensive advertising exposure during England games and at press conferences, and is afforded various ticketing and hospitality privileges. It also supports the ECB’s grassroots initiatives.