It's an equitable life, Middlesex!

Middlesex today announced a new sponsorship deal with Equitable Life Assurance Society, worth £0.75 million. The sponsorship involves both the professional first and second teams, and proves valuable support for Middlesex with initiatives at grass roots level.

John Weller, General Manager, UK Sales and Marketing of Equitable Life, explained why Equitable and Middlesex are such an `ideal partnership'.

"Cricket as a sport has many common themes with us as a company. Despite all the modern pressures of professional sport, cricket more than any other game, retains a reputation for sportsmanship and, like business, rewards individual success as well as team performance. In particular it is the ideal of fair play associated with the game that has resonance with us as a company. Our name, Equitable, is synonymous with fairness and fair play - ideals central to the way we act as an organisation."

He went on to explain why Equitable Life have invested considerable sums of money in the County.

"It was Middlesex's plans to invest in the future of the game that we found so exciting.

This sponsorship will crucially provide Middlesex with the capital investment to create a series of youth programmes to help attract new young talent to the club and to attract a younger audience to watch cricket. We have been very impressed with Middlesex's development over the past two years. They are committed to an excellent business plan that is specifically aimed at enabling youngsters of all ages, sizes, shapes, whatever their sex and creed to follow cricket, pick up a cricket bat, tap into Middlesex's website and create a whole new generation of cricket lovers. The branding of the Crusaders has helped considerably to create an image, which will encourage youngsters to follow the club. Through Equitable's help, the club will be able to develop its business plan further.

Last year Middlesex was instrumental in the formation of the Victoria Park Community Cricket Club, based at Tower Hamlets which is one of the poorest areas in London. Mike Gatting is the club's first President. I know that having spoken to Middlesex at some length, the plan is to develop further inner city cricket clubs, to develop the summer roadshows that were so successful last year and to continue to integrate girls cricket. As well as being delighted to be associated with these projects, we are equally excited to be so closely involved with the professional squad. The names of Middlesex and Equitable have always been synonymous with success and we will be offering every support to ensure that Middlesex, one of the country's highest profile clubs, enjoys success both on and off the field. We are confident that our involvement over the next three years will contribute to this."

Phil Edmonds, Chairman of Middlesex, was equally enthusiastic about the tie up with one of business's most venerable institutions.

"We have heard many stories in the press over the past year of the difficulties within the game, both in terms of playing ability and the finances. This deal proves that cricket is alive and well and that cricket in the County is thriving.

Our business plan is designed to spread the word to the 5 million people in Middlesex's catchment area and the 600,000 school children. Equitable's involvement provides not only very important funding for the club as a whole, but it also enables us to fund community development officers to spread the word of cricket throughout the various communities in Middlesex.

All of these development schemes are essential to the long-term success of the County Club. However, Equitable's sponsorship of the professional squad is just as vital. With the advent of two divisional cricket and central contracts, players have more incentive than ever to prove that they have what it takes to make the grade at County cricket, and to hopefully develop into international cricketers. Our pre-dominantly young side, often described as promising, now has the funding, the professional back-up and the best opportunity to make the most of their talents. With that talent, and a bit of luck, some of the cricketers here today can become role models for the future generation that we are working so hard to attract. Equitable's sponsorship is vital to that."

As part of the initiatives to get kids involved in cricket, Middlesex announced plans to attract a new young audience to the game.

"At Southgate Cricket Club during the Middlesex festival from the 7th July through to the 31st, and at our home game at Richmond Cricket Club on the 28th August, all children under 14 will be allowed to watch the matches free of charge, and their parents or guardians will only have to pay £5 for a day's cricket. Courtesy of the MCC, children under 14 are allowed to enter Lord's free of charge to two matches on the 7th May against Hampshire and the 4th June against Glamorgan.

Our thanks to John Weller and his team and we look forward to a happy and successful partnership with Equitable over the next three years and beyond."