Indian commercial tire manufacturer BKT has agreed a new commercial partnership with the England and Wales Cricket Board (ECB) governing body covering The Hundred, the showpiece limited-overs competition, that will see BKT become the sleeve sponsor of its eight constituent franchises.
As an official partner of The Hundred (which features both men's and women's teams at its eight outfits), BKT will also gain in-venue sponsorship inventory and advertising presence across all Hundred games in the 2024 edition (which starts tomorrow, July 23) alongside the sleeve sponsorship element.
The 2024 edition of The Hundred will run through August 18, comprising 34 matches each in its men’s and women’s competitions, with the finals taking place back-to-back at London’s 31,100-capacity Lord’s Cricket Ground.
BKT joint managing director Rajiv Poddar stated of the deal: “This partnership fully reflects the value of inclusivity we hold dear, building together both women’s and men’s teams for over five weeks. This is the result of our shared passion for this extraordinary sport, which aims to bring added value to the cricket experience.
"The Hundred has always been about innovation and attracting a new audience and BKT Tires are aligned with those aims. We look forward to working alongside them as we continue to take The Hundred to as many fans as possible across England and Wales.”
ECB chief commercial officer Tony Singh added: “The Hundred has always been about innovation and attracting a new audience and BKT Tires are aligned with those aims. We look forward to working alongside them as we continue to take The Hundred to as many fans as possible across England and Wales.”
Used car retailer Cazoo had previously served as sleeve sponsor for The Hundred’s teams in a similar deal, as well as principal partner of the competition ahead of its 2021 inauguration, however, Cazoo entered administration earlier this year as its strategy of mass sports sponsorship failed.
Cazoo exited its partnership with The Hundred in January 2023, opting against continuing the deal, having paid an estimated $5.5 million in total for two seasons of association. This meant that last season the competition had no sleeve sponsor.
Other commercial partners of the competition include principal partner Compare the Market, team partner KP Snacks (which assigns one brand as shirt partner for each outfit), Sage, Sure, Dream11, and Robinsons.
