Waitrose has announced it will sponsor the England cricket team in a deal that will begin in April 2014.
The side are currently enjoying a spell of prolonged success, barring a disappointing draw in a rain-hit series in New Zealand and currently sit second in the ICC world test rankings behind South Africa.
A Waitrose logo will first appear on the England kit in their April 2014 test series against Sri Lanka with the agreement also covering the following series: India (2014), Australia (2015), the ICC World Cup (2015), the ICC T20 World Cup and Women’s World Cup (2016) and South Africa (2016).
English Cricket Board chief executive David Collier said: “We are delighted to welcome Waitrose as the new sole sponsor of our England teams. The organisation begins their relationship with the sport with one of our marquee partnerships.”
Waitrose has undergone a recent expansion, with the John Lewis-owned supermarket currently operating 291 stores across England, Wales and Scotland, with the supermarket recently voted by Which? readers as the UK public’s favourite grocer.
