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Friends Provident extends corporate marketing in sport

Friends Provident plans to invest GBP1 million in cricket sponsorship after securing a further four-year partnership with Test Match Grounds.

The deal, to include the next England versus Australia ‘Ashes’ series in 2009, will provide maximum brand exposure for the UK-based life and pensions company.

After last year’s Ashes success and on the back of the rising popularity of the game and the England team, we are delighted to be continuing our long term support for cricket. Cricket sponsorship provides us with tactical brand building to reach our key audiences, said Ashley Taylor, sponsorship manager at Friends Provident.

The deal will provide brand exposure throughout the summer with Friends Provident branded perimeter boards, trivision sightscreens and hospitality boxes. This announcement reinforces the company’s longstanding association with cricket.