Vitality ends relationship with cricket’s T20 Blast
Vitality has scaled back its involvement with English cricket, opting not to continue as title sponsor of the T20 Blast.
The health and life insurance firm has backed England’s red-ball competition since 2018 but faces increasing competition from The Hundred, and will also downsize its involvement as sponsor of England’s home international T20 series’.
The organisation will continue to be a partner to the managing England and Wales Cricket Board, and back of shirt sponsor of England’s Test, ODI and T20 teams.
“While later this year we say a fond farewell to being title sponsor of these competitions,” Vitality group chief Neville Koopowitz said, “we are incredibly proud of what we have achieved together, how the game has evolved and grown and for the Vitality Blast in particular, bringing the men and women’s competitions under the one name.”
Vitality out of the door
Since the introduction of The Hundred in 2021, England’s premier Twenty20 competition has been somewhat sidelined – despite the popularity of its finals day at a raucous Edgbaston each year.
The marginalised T20 tournament, which remains loved by many County Championship fans and players, has lost out on prime summer scheduling and has lost audiences to the franchise Hundred competition.
Ben Bradley, head of commercial partnerships at the ECB, said: “Vitality has been an amazing partner of English cricket since 2013, and we are incredibly grateful for their support for the growth of the game at every level.
“Over the years, Vitality has shown deep commitment to cricket, and while they will no longer be title partners of the T20 Blast and IT20s, they continue to be a valued partner to the ECB. We look forward to continuing to work together in the years ahead to further grow the game.”
Added Koopowtiz: “The Vitality Blast and Vitality IT20s have been a hugely important part of our partnership with the ECB.
“Going forward we will keep working closely together, to further showcase the sport and inspire more people to play, get active and become involved in cricket.”