Royal London Group sponsors Channel 5's One Day cricket

Channel 5 has secured mutual life and pensions company Royal London Group as sponsors of its One Day Series cricket highlights for 2014.

Royal London Group sponsors Channel 5's One Day cricket
Royal London Group sponsors Channel 5's One Day cricket
The deal will result in the brand partnering the international tour that kicks off today (22 May), and forms part of a current wider marketing campaign for Royal London, as well as a commercial partnership with the England Cricket Board.

The deal has been brokered for the cricket highlights by VCCP Media.

Clare Salmon, brand director at Royal London Group, said: "We have developed a suite of broadcast sponsorship idents in keeping with our celebration of old-fashioned values. These entertaining idents celebrate "courteous cricketers of yesteryear" using recent cricket footage dubbed in an amusing and whimsical manner.

"The idents aim to highlight the traditional and somewhat old-fashioned courtesy that cricketers often have for each other, which is very much in keeping with the traditional values of the Royal London bran‎d."       

Royal London is the largest mutual life and pensions company in the UK with group funds under management of £76.2 billion. Over the next two years the group is moving to operate all of its UK life, pension and investment business under a new version of the Royal London brand.

Agostino Di Falco, partnerships director at Channel 5, said: "We’re pleased Royal London Group have become a key partner to Channel 5 initially through the international cricket and we hope to help strengthen their already strong ties with the sport."

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