LV= General Insurance (LV=GI) has signed a long-term partnership with the England and Wales Cricket Board (ECB) across international and county red-ball cricket.
In a statement, the insurer said that the partnership expands its commitment to cricket in England and Wales, following the recent launch of the £1 million #Funds4Runs initiative – jointly funded with the ECB – which aims to help recreational cricket communities recover from the financial impact of the COVID-19 pandemic.
Under the partnership, LV= GI becomes the official title partner of men’s and women’s test cricket in England and Wales, as well as the men’s County Championship, until the end of 2023. The deal also encompasses the 2023 Men’s Ashes Series.
“As a business we’ve got a strong heritage in cricket going back almost 20 years and this partnership with the ECB gives us a fantastic opportunity to build on what we’ve done already and deepen relationships across all forms of cricket,” said Heather Smith, managing director at LV=GI. “We understand the importance of supporting local communities and the launch of #Funds4Runs, to help grassroots cricket clubs to get back on their feet during this awful time, was a proud moment and this longer-term partnership will give us the opportunity to support cricket at all levels.”
“LV= has a long and proud history of supporting cricket and their return as a partner will benefit all levels of our game,” said Tom Harrison, chief executive of ECB. “The strength of our partnerships is vital and in LV= I know we have a partner that shares our ambition to support the growth of cricket from grassroots to our England teams.”