Channel 4 Secures The Times As £1m Cricket Sponsor

Channel 4 has secured The Times as the sponsor of its Test cricket in a deal worth around £1m.

The deal will include sponsorship of Channel 4’s live coverage of the three Tests against Sri Lanka, which begin on 16 May and the Test series against India, which will be screened from July through to September.

Marketing director of The Times, Andy Mullins, said: “Channel 4’s innovative approach to cricket coverage is something we are pleased to be associated with. We are very proud of our own sports coverage and this sponsorship provides a great communication platform for us to demonstrate our commitment to sport.”

The Times will produce, through its English Cricket Board tie up, five cricket supplements to be distributed in-paper and at cricket matches throughout the season. Each supplement will carry Channel 4 branding and advertising.

Sarah Armitage, associate director at Carat, which negotiated the deal on behalf of The Times, added: “This sponsorship distinguishes the quality of The Times editorial and delivers a truly multilevel communication: national TV, in-paper and at the grounds.”

2002 marks Channel 4’s fourth year of cricket coverage. However, the broadcaster is believed to have turned down the opportunity to cover this year’s Ashes and next year’s World Cup.

Channel Four: 020 7396 4444 www.channel4.com

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