England Cricket Board to Target £10 million Unilever Sponsorship for the Hundred

Due to the coronavirus pandemic, the England & Wales Cricket Board (ECB) had to postpone the much-hyped first season of The Hundred this year. But the English board is committed to holding the season in 2021 albeit it’s to be conducted closed doors. The great news for the ECB is that they’re almost on verge of closure of a huge sponsorship deal with Unilever for the Hundred. Consistent with a report by The Mail, sponsorship talks are in a complicated stage with Unilever and therefore the deal size may be large as £10 million (97 Crores) per year.

As per the understanding of the report, all companies of Unilever will leverage this sponsorship and therefore the Hundred is going to endorse various products by the multinational FMCG company. This includes Sure Deodorant, Wall’s Ice Cream, and Persil Washing Powder.

The deal consistent with the report is going to be for 5 years starting next year with the primary edition of The Hundred. The ECB is struggling with its finances as they’re expecting to lose over £100m this summer. Even the continued series against Pakistan has been played without the Title Sponsor. So confirmation of ongoing commercial interest will come as a serious relief for the English Board.

The Hundred’s first edition is now expected to be there in July 2021. The Hundred, the ECB’s brainchild, was created as an 8 team 100-ball competition, which is meant to attract women, kids, families. The ECB believes that the Hundred will make millions in revenue which will be successfully utilized to develop the grassroots game in England.

While privately owned franchises are par for the course in some short leagues, including the Indian Premier League, the Hundred had been self-sustaining, with the competition, including all the teams, being owned and run uniquely by the ECB, a uniform model thereto followed by the Big Bash League in Australia.

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