npower extend England sponsorship

The success of England's Test cricket team has been recognised by one of their major sponsors, the national energy provider, npower, who today announced a two-year extension to their title sponsorship of home Test matches. The current deal, which was due to expire at the end of this year's Ashes series, has now been extended to 2007.

"Cricket has been a fantastic vehicle for gaining new customers and increasing customer loyalty to the npower brand over the last four seasons," said Kevin Miles, npower's managing director residential. "We are delighted to extend our agreement for a further two years - especially given the buoyant state of the current English cricket team.

The new deal includes a marketing fund of £300,000 each year, which will be directly spent on giving greater access to the sport for fans. In recent years, npower has sponsored cricket's feline mascots, The Pride Side, which has encouraged children between the ages of 5 to 11 to experience a day at a Test. Npower are also major sponsors of the Twenty20 Cup, women's domestic Test series, and the npower Village Cup.

"Once the new television agreement was signed with Sky and Channel 5, we had no hesitation in agreeing our continued backing of the sport but it was important to us that we ensured that a substantial portion of our money would go directly into giving fans greater access to the sport."

England might regard the company as something of a lucky charm - they won seven npower Tests out of seven in the 2004 season - and David Collier, the chief executive of the England & Wales Cricket Board, was delighted at the news.

"With the England team having enjoyed four successive Test series wins, Test cricket is proving to be a more attractive vehicle than ever for sponsors and business partners," said Collier. "npower has made a significant investment in our game since 2001 and I am delighted that our partnership with them is to continue for a further two years."

Michael Vaughan, the England captain, added: "npower have been strong supporters of English cricket and the England team and we welcome the renewal of their sponsorship. It's excellent news."