Sports PR agency John Taylor International has been selected by
utility company npower for its test cricket sponsorship.
The London-based agency has been picked to oversee the management and
all PR surrounding the three-year, £11m sponsorship deal with the
English Cricket Board, which was announced last month.
'This appointment comes about after four months of negotiations,' said
JTI chairman John Taylor.
He and account director Andew Jameson will lead a team of five,
reporting to npower head of brand, Kevin Peake, and its external
communications manager Geraldine Dunne.
JTI now has total managerial responsibility for seven test tournaments,
including all PR, sponsorship rights implementation, matchday branding
'We will probably hire one more PRO to help out on what is likely to be
a very innovative sponsorship,' added Taylor.
He said consultations were ongoing to find a way to ensure more money is
pumped into grass roots cricket as a direct result of increased
awareness of the test sponsors.
'We are already working closely with our client and the ECB to find ways
of capitalising on npower's sponsorship in order to increase excitement
of test cricket, and help the game at all levels,' said Taylor.
The deal further strengthens ties between the two organisations. JTI was
originally appointed by npower last November to handle its sponsorship
of cricket's Premier League.
The first npower test series - as it is to be officially called during
the sponsorship - starts with England versus Pakistan from 17 May.