The ECB Announces LV= Title Sponsorship Deal Ahead Of New County Season

Wednesday 21st March 2012

The ECB today announced that LV= has agreed to renew its title sponsorship of the County Championship for a further four years.

The new agreement, which will run from 2012 to 2015, will take LV=’s relationship with cricket into a second decade. The company first began sponsoring the competition in 2002.

With the new LV= County Championship season due to start on 5th April, the deal represents a major boost for the domestic four-day game which saw aggregate attendances rise by nine per cent last year, from 487,000 to 531,000.

As part of the new deal, LV= will receive extensive branding rights and tickets for the competition which, last year, was won by Lancashire for the first time in 77 years in a dramatic last-day finish to the season.

News and match highlights will be available via the ECB website,, as well as the First Class County team websites and the LV= County Championship ePlayer channel. The competition will also be promoted via the ECB’s iPhone and android mobile apps.

More than 300,000 viewers viewed footage via the LV= County Championship ePlayer channel last season – and a new monthly magazine programme fronted by Darren Gough and featuring news, interviews and highlights from the LV=County Championship will be launched on the ECB video channel next month.

Commenting on the deal, ECB Commercial Director, John Perera said: “Our partnership with LV= has brought significant benefits to the domestic game and we are delighted that they are to continue their long association with this famous competition.

“Last year’s County Championship race proved to be a particularly memorable one and the significant increase in attendances announced today demonstrates that the competition is in robust health as it enters its 123rd year and continues to act as an excellent breeding ground for future England Test players.”

David Smith, LV= Sponsorship Director commented “We are very pleased to renew our sponsorship of the LV= County Championship for a further four years. The County Championship remains the foundation for the English game and continues to play an important part in improving the development of the England Test side and we are delighted to be at the heart of it.”