ECB strengthens Vitality pact with landmark back-of-shirt sponsorship deal

The apex body of cricket in England and Wales, the England and Wales Cricket Board (ECB) has announced a partnership expansion with the UK-based insurance company, Vitality.

As part of the expanded agreement, Vitality will be the first brand to appear on the back of England’s kit. Building on more than a decade of partnership and investment in the game, Vitality will now be proudly displayed on all England Men’s, Women’s, Lions and Mixed Disability playing kits for the first time, with the new shirts debuting in Perth on day one of the first men’s Ashes Test.

The long-standing cooperation is based on a common goal of inspiring cricket fans to live more healthy and active lifestyles, as well as encouraging more people to join or return to the game. Vitality also serves as the title sponsor of the Men’s and Women’s International T20s, the T20 Blast, and recreational T20 cricket, as well as the Official Wellness Partner of the Hundred and Test cricket.

The men’s Ashes this winter promises to be another exciting year of cricket on home soil, particularly for the women’s game, with England and Wales hosting the ICC Women’s T20 World Cup, a women’s Test match against India at Lord’s, and the second edition of the evolved Vitality T20 Blast Women’s competition, following a successful inaugural year in 2025.

Alex Perkins, Commercial Director at the ECB, said, “We’re delighted that Vitality will now feature on the back of England shirts as we approach a hugely exciting men’s Ashes series. Vitality have been a long-standing supporter of cricket in England and Wales since 2014, and as title partner of Men’s and Women’s International T20s, the T20 Blast and recreational T20 cricket, and Official Wellness Partner of The Hundred and Test cricket, cricket has benefitted greatly from their commitment to promoting healthy, active lifestyles. Their work aligns closely with our values, and we look forward to continuing to work together to inspire fans and communities nationwide.”

Nick Read, Chief Vitality Officer, said, “Cricket has some of the most inspirational sports people and role models playing at the very top of the game, which is vital in helping increase participation in cricket at every level and across sport more generally. We’re therefore delighted to announce the presence of Vitality on England kits today, further building on our existing partnership with the ECB.”