Brit has turned to the world of cricket in a lucrative sponsorship deal, which will see Surrey's famous cricket ground renamed 'The Brit Oval.'
Brit Insurance Holdings plc is set to become Surrey County Cricket Club's club and ground sponsor from the start of the 2004 domestic season in the biggest ever sponsorship deal in English cricket.
The agreement will provide sponsorship revenue of £500,000 per year to the club, and will see the famous cricket ground renamed 'The Brit Oval'. The general insurer's commercial rights also include the right to brand Surrey CCC's white and coloured shirts.
Surrey County Cricket Club chief executive Paul Sheldon said: "This new partnership could not have come at a better time as next week work starts on our ambitious redevelopment of the Vauxhall End of the ground. The support we will now receive from Brit will ensure that the Brit Oval maintains its pre-eminence as one of the world's leading Test venues."
Brit Insurance chief executive Neil Eckert added: "Together with WSM, the sports marketing consultancy, we analysed a number of sponsorship opportunities. An association with one of the leading county cricket clubs and international test grounds proved a natual fit for the Brit brand, and the club's proximity to the city provides us with a valuable opportunity to communicate with a key target audience."
Brit also aims to work closely with the club to further develop and strengthen their community projects throughout Surrey and South London.
