With no shirt branding permitted during the ICC World Twenty20, England’s cricketers have chosen instead to wear a good cause on their sleeves for the duration of the tournament.

“Cricket Against Hunger” is a partnership with the United Nations World Food Programme (WFP), whose aim is to raise awareness of the problem of global hunger.

England’s teams have frequently been involved with the WFP on recent tours, most notably in Sri Lanka two years ago, when they attended a coaching session in Galle, ahead of the first Test to be held in the region since the devastating tsunami of December 2004.

”We’re very proud to have the Cricket Against Hunger logo on our shirts,” said England’s captain, Paul Collingwood. “I look back with very fond memories to the coaching session we ran in Galle.

“It is experiences like these that stick with you as an international cricketer and I look forward to having the opportunity to work closely with the United Nations World Food Programme on future tours.”

Andrew Miller is the former UK editor of ESPNcricinfo and now editor of The Cricketer magazine