The Hundred has announced a new partnership with Compare the Market.
The agreement sees the UK price comparison website become the principal partner of the 100-ball cricket competition.
The deal, which was agreed with the England and Wales Cricket Board (ECB), spans across both the men’s and women’s 2023 editions of the eight-team city-based franchise tournament, which begins on 1st August.
As per the agreement, Compare The Market will incorporate the brands’ iconic meerkat characters into the game-day experience at each ground, as well as joining forces with leading online gamers to help engage new audiences at games and at home.
The comparison website succeeds UK online car retailer Cazoo, which previously held the principal sponsor position since The Hundred’s inception in 2021. However, following financial troubles for the company, it has recently pulled out of several of its sports sponsorships.
Earlier this week, Cazoo dropped it title sponsorship of the PDC World Darts Championship, where it was replaced by Paddy Power.
Sanjay Patel, Managing Director of The Hundred, said, “As we approach the start of this year’s competition, we are delighted to be able to announce Compare the Market as principal partner of The Hundred.
“Compare the Market are one of the most recognisable UK brands. They will add even more fun and entertainment to go alongside the world-class cricket on show, and that is what The Hundred is all about. This partnership will spread the reach of cricket to more families across England and Wales, and we are looking forward to what Compare the Market has in store for the third edition of the competition in August.”
“Compare the Market are one of the most recognisable UK brands. They will add even more fun and entertainment to go alongside the world-class cricket on show, and that is what The Hundred is all about.“
Sanjay Patel, Managing Director of The Hundred
Mark Bailie, Chief Executive Officer of Compare the Market, added, “The Hundred has become a much-loved fixture on the sporting calendar, offering up an exciting and energetic new take on cricket.
“The Hundred plays a critical role in cricket’s drive to become the most inclusive sport in the country, and that’s something we are proud to support.
“Bringing together our entertaining brand with one of the most entertaining sports is an exciting partnership and we’re looking forward to revealing the plans we have in place to support this year’s competition and beyond.’’
Combining a short, fast format of cricket and entertainment that includes music and live DJs, The Hundred has been introduced to cricket to try to make the sport more accessible and reach a broader audience.
In 2022, The Hundred attracted a total of 14.1m viewers across Sky and BBC. In addition to this, more than half a million fans attended matches.
However, there had been rumours circulating earlier this year that the ECB was considering scrapping the format and setting up a Twenty20 competition. This has yet to materialise.
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