The England Cricket team will be sponsored by U.K. grocery chain Waitrose for three years, starting in 2014.
Waitrose, part of John Lewis Partnership Plc, will have its logo on all England teams’ apparel, advertisements on the cricket grounds and access to team members for marketing.
Financial terms of the agreement weren’t disclosed in a statement from the England and Wales Cricket Board. The Daily Telegraph newspaper reported it was worth more than 20 million pounds ($31 million).
Waitrose’s sponsorship will begin with a Test series against Sri Lanka in May 2014 and includes the International Cricket Council World Cup and a home Test series against Australia in 2015, and the Twenty20 and Women’s World Cups in 2016.
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