England and Wales Cricket Board have announced Waitrose as the new sponsor of the England team, with the supermarket chain signing a three-year contract for their branding to appear on training and playing wear from next year.
Waitrose will replace current sponsors Brit Insurance for the Test encounters against Sri Lanka in May 2014, and the deal includes further series against India, Australia and South Africa, as well as the World Cup in 2015 and World Twenty20 the following year.
ECB chief executive David Collier hailed the new found relationship with Waitrose and believes the association will enable the board to reach their goal of inspiring the nation to follow the sport more closely.
"We are delighted to welcome Waitrose as the new sole sponsor of our England teams," Collier said in a statement.
"The organisation begins their relationship with the sport with one of our marquee partnerships, and as a brand with a rich history synonymous with quality, they are a perfect fit for the ECB and our values.
“They join at an incredibly exciting time for the sport in England & Wales – with a packed international schedule including Test series against the other three teams who occupy the top 4 spots in the ICC Test Rankings.
“The partnership will allow us to engage further with a mass, family audience which will inevitably help us achieve our aim of inspiring the nation to play, attend and follow more cricket.”
As part of the agreement, Waitrose are able to benefit from a comprehensive range of rights and assets which will include advertising in international cricket grounds, team image rights, ticketing, hospitality and access to England players for commercial and marketing purposes.