Firm may pull plug (From Worcester News)

Firm may pull plug

5:49pm Thursday 18th March 2010 in

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WORCESTER-based energy supplier npower may end their long-standing sponsorship deal with the England and Wales Cricket Board.

The title sponsor of domestic Test matches fear the London Olympics could have an adverse impact on coverage of cricket in 2012.

Last August, npower penned a two-year extension of the ECB deal until 2011, with the option of prolonging the agreement through to the next UK Ashes series in 2013.

But marketing director Kevin Peake admitted “there is a chance” npower may end their association next year.

“One of the big reasons why we extended it for two years and didn’t extend it further is because we’ve got some concerns over what is going to happen in 2012,” he said.

“We’re not clear about what will actually happen in 2012 in terms of fixtures during the Olympics in London, as it is a July and August event.

“That’s why we’re sponsoring to the end of next season, rather than until 2012. Our understanding is that no other sporting event is allowed to happen in London during that period.

“Cricket is a summer sport, that’s the thing. You buy into it and the summer of 2012 is unique.

“We need to know more details about what value we would get as a sponsor from what will obviously be a very crowded summer in terms of coverage.”

However, Peake stressed a potential npower withdrawal is a long way off and would have nothing to do with the company’s increasing presence in football.

On Tuesday, the energy firm followed up a recent agreement to become the official partner of the England 2018 FIFA World Cup bid by striking a deal to be the title sponsor of the Football League in England for the next three seasons.

The 2012 Summer Games will take place between July 27 and August 12 at 24 venues across London, with the home of cricket, Lord’s, set to host the archery events.