Jaguar UK ties up with England cricket team

England Cricket team: Jaguar sponsorship
England Cricket team: Jaguar sponsorship

Jaguar has signed up as the official vehicle of the England cricket team as part of its broader commitment to promoting UK sport.

The marque agreed the deal with the England and Wales Cricket Board (ECB) for an initial four-year period. It replaces previous England team car sponsor Volkswagen.

In March, Jaguar, which is owned by Indian conglomerate Tata Group, launched a branded Sports Academy dedicated to showcasing all aspects of UK sport.

As well as celebrating outstanding achievement, the body supports emerging talent via a bursary scheme for aspiring sportsmen and women.

The Academy plans to run joint activity with the ECB's National Cricket Performance Centre to help develop young UK cricketers.

Under the terms of the tie-up, Jaguar will get access to England team members, such as Kevin Pietersen and current Test captain Andrew Strauss, as well as being able to refer to the affiliation in its marketing.

Jenny Smith, sports brand partnership manager at Jaguar UK, said that the luxury marque is working with its creative agency, Fuel, to determine how best the association could be promoted.

However, she did indicate that, during the first year, Jaguar is likely to concentrate on highlighting the work of its Sports Academy. 'We are looking at getting cricketers involved in the Academy and looking at the PR side of things,' Smith added.

Jaguar has also formed partnerships with the Professional Cricketers Association and the UK's Test match venues.

With the exception of Lord's, the latter will display Jaguar and Jaguar Sports Academy branding, and allow the marque to run experiential marketing. Additionally, England's centrally contracted cricketers will be provided with Jaguar XJ, XK or XF models.

Retired England cricketers associated with the Jaguar Sports Academy include Sir Ian Botham, who is a patron, and Michael Vaughan, an ambassador. Other UK sports stars involved with the body include David Beckham, Dame Kelly Holmes, Jessica Ennis and Shane Williams.

The ECB's other commercial partners include England team sponsor Brit Insurance, Adidas, Buxton, Npower, Rubicon, Marston's, NatWest, LV=, Asda and Friends Provident.

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