Jaguar to sponsor online England cricket highlights

Jaguar is extending its commercial links with English cricket by sponsoring the English Cricket Board (ECB) channel on ePlayer, the VoD network.

Jaguar and ePlayer: join forces on the ECB channel
Jaguar and ePlayer: join forces on the ECB channel

Jaguar is looking to build an increased presence in sponsoring English cricket.

In June last year, it struck a four-year deal to become the official vehicle of the England cricket team.

Its latest cricket sponsorship is on the VoD network, owned by sports media firm Perform, which offers highlight packages to newspapers and other websites.

Content from cricket matches can be viewed through ePlayer, which is syndicated across more than 300 websites, including those of the Daily Mail, Daily Telegraph and other national newspapers.

The exclusive deal is understood to be worth six figures and has been brokered by Mindshare.

The deal will run from now until November and will include the remainder of the current tour by the Sri Lanka cricket team, and the visit of the Indian team later in the summer.

The terms will see a Jaguar and ECB co-branded header, with a sponsorship bumper and pre-roll ads running with the luxury car manufacturer’s logo as the ePlayer channel shows highlights of tests, one-day and T20 internationals.

Jenny Smith, sports brand partners' manager at Jaguar, said: "EPlayer provides us with an official platform to reach an extended audience through some of the best UK publisher websites and is very much a natural progression of our current association with English cricket."

The ePlayer deal follows hot on the heels of Mindshare's brokering of an earlier arrangement for Jaguar to create a series of ad-funded editorial features on UTV station TalkSport.

That deal, which was announced last week, will result in features running during the Wimbledon tennis tournament this week and The Open golf tournament at Royal St Georges next month.

Jaguar has increasingly been seeking to place itself in sporting tie-ins. Last month, it announced a deal to become the first official partner of The Jockey Club, the largest commercial group in horse racing,

In July last year, it backed the UK's entry to sailing's Americas Cup.

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