The professional 100-ball cricket league, The Hundred has developed a new partnership with CITIZEN Watch UK, the UK branch of the global Japanese watchmaking company CITIZEN.
With this deal, the brand has been named as the league’s official timekeeper.
Working together with The Hundred, Citizen will promote awareness of its core Eco-Drive and Automatic Collections throughout the cricket community in England and Wales, bolstering the business’s ongoing drive to increase brand recognition among customers.
Fans will view Citizen branding on stadium LED displays and during the ‘Strategic Time Out’. Citizen and The Hundred will also promote the collaboration through digital channels, such as The Hundred’s website and fan communications.
Over two million people have visited The Hundred in its first four years, with the women’s game set to shatter the global record for the largest attendance for a women’s cricket event in 2024.
In all, 540,000 tickets were sold for The Hundred’s fourth year in 2024, with 31% of those fans being female, 23% juniors, and 41% families, indicating the competition’s broad popularity.
Alex Perkins, Commercial Director of the ECB, said, “We are delighted to welcome Citizen as a partner of The Hundred. As we enter our fifth year, The Hundred continually aims to attract broader audiences and grow interest in our sport. Our partnership with Citizen will further support that ambition and we look forward to integrating the brand into our match day experience and across our digital platforms.”
Mark Robinson, Group Managing Director of Citizen Watch UK, said, “We are delighted to be starting this new partnership as the Official Timekeeper of The Hundred and we look forward to working with The Hundred team. The countdown to the competition this Summer gives Citizen an exciting opportunity to engage with fans and drive brand awareness as a new partner across The Hundred.”
The fifth year of the league will begin on August 5 with a local derby double-header between the London Spirit and the Oval Invincibles.