The England and Wales Cricket Board (ECB) has signed a new sponsorship with the global accounting and financial software company, Sage. This new multi-year sponsorship deal has been inked for the 100-ball franchise cricket tournament, The Hundred.
This new deal will have the UK-based firm become the official insights partner of the 100-ball cricket competition, as well as the presenting sponsor of The Hundred Draft beginning next year.
The Sage logo will appear on umpire uniforms as part of the deal, and the corporation will power the Decision Review System (DRS) for telecast and big screens inside the stadium.
The two parties intend to introduce a new content series this season that will concentrate on the use of information in the tournament.
Cath Keers, Sage’s Chief Marketing Officer, “The Hundred is a tournament with rich data at the heart of its decision-making, from drafting players to in-game analysis. Fast accurate decision making powered by deep insights is how we help business flow for our customers. The partnership is an exciting opportunity to share the power of data with a global audience of cricket fans and communities around the UK.
“We’ll bring this partnership to life over the coming months and years making sure our colleagues, customers and communities all benefit with access to tickets and experiences, content and promotional opportunities.”
Sage has joined a growing list of sponsors for The Hundred, which also includes Xplora, Cazoo, KP Snacks, Dream11, Unilever, Vitality, Masuri, New Balance, and New Era.