The partnership, which has been signed for an initial four year period, will see England’s top cricketers get behind the wheel of Jaguar’s XJ, XK and XF models.
Under the agreement, Jaguar will also develop a strategic partnership with ECB’s National Performance Centre. The association will be included in the activities performed by the Jaguar Academy of Sport, which aims to recognize and celebrate the best of British talent and success.
In exchange, Jaguar will benefit from commercial rights, including the use of England players for promotional appearances, international hospitality packages, the option to purchase international tickets, international program advertising and signed merchandise.
In addition to that, the British brand will form two additional partnerships with the Professional Cricketers Association and the UK’s Test match venues. The latter will provide Jaguar with in-stadiums branding and opportunities to showcase its vehicles.
“Jaguar like English Cricket has been transformed in recent times so the timing and fit is perfect for this new partnership. Just as England is now winning on a world stage, Jaguar’s new range of XF, XK and the stunning new XJ are now regularly beating the best in the automotive world,” said Geoff Cousins, Jaguar UK managing director.
“We are delighted that Jaguar UK has decided to leverage the brand equity of the England Cricket Team to help promote its high-end vehicles. With an Ashes victory and an ICC World Twenty20 trophy it’s been an excellent year for the England Cricket Team and we believe this partnership with such an iconic brand as Jaguar is testament to cricket’s wide-ranging consumer appeal,” said Nick Moore, ECB Head of Sales.
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