MEDIA: Telegraph set to clinch Cricket World Cup deal

The Daily Telegraph is poised to sign a deal with the English

Cricket Board (ECB) to sponsor the 1999 Cricket World Cup.

The deal would make the best-selling broadsheet the first UK media

sponsor of the event.

The newspaper brand will join other blue-chip clients which have already

signed sponsorship agreements, including Vodafone, NatWest and

Pepsi.

The tournament begins in England next summer. Matches will be played

around the country starting in May and finishing in June.

Broadcast rights are split between the BBC and Sky, and the Telegraph

hopes to profit from its association with a sport watched mainly by

men.

The ECB is using the World Cup as a way of boosting the appeal of

cricket in the UK.

As part of the push, it has appointed HHCL & Partners to reposition the

tournament.

No one at the Telegraph was available for comment.

This article was first published on Marketing