The deal was broked by Npower's media agency Vizeum. Npower’s sponsorship of cricket dates back to 2001 and its tie-ups with the sport include several Test series, and the grassroots competition, the Npower Village Cup. It also sponsors the Football League.
ITV secured the rights to show highlights of the Ashes after signing a deal with Cricket Australia and IMG Media, a division of global sports and media company, IMG Worldwide.
Highlights of the Ashes will be shown on ITV4 and live on Sky Sports.
Under the agreement, the digital channel ITV4 will broadcast a one-hour programme of highlights at 10pm during the Ashes Test series, which begins on Thursday in Brisbane.
The series of cricket highlights programmes will be presented by Mark Nicholas and will include highlights of England’s Twenty20 and One Day International series against Australia in January and February 2011.
ITV, Npower and Vizeum were unavailable for comment.
Sky's live coverage of the England vs Australia tournament is sponsored by Jaguar.
This article was first published on brandrepublic.com