Vitality ends relationship with cricket’s T20 Blast

Vitality has decided to end its relationship with the English cricket’s T20 Blast, ceasing to be its title sponsor. The health and life insurance company, which has been supporting England's red-ball competition since 2018, is facing growing competition from The Hundred. Furthermore, Vitality plans to reduce its involvement as a sponsor for England’s home international T20 series.

Despite these changes, the company will remain a partner to the managing England and Wales Cricket Board (ECB), and will continue to be the shirt sponsor for England’s Test, ODI and T20 teams. Neville Koopowitz, Vitality group chief, expressed his pride in what they have accomplished together, particularly the Vitality Blast, which successfully combined the men’s and women’s competitions under one name.

"While later this year we say a fond farewell to being title sponsor of these competitions," Koopowitz said, "we are incredibly proud of what we have achieved together." The popularity of The Hundred has led to the marginalization of the T20 Blast, which has lost prime summer scheduling and audiences to the franchise competition.

Ben Bradley, head of commercial partnerships at the ECB, acknowledged Vitality's significant role in cricket's growth over the years. Although Vitality will no longer be the title sponsor of the T20 Blast and IT20s, they will continue to be a valued partner to the ECB. "We look forward to continuing to work together in the years ahead to further grow the game," Bradley added.

Koopowitz also emphasized the importance of the Vitality Blast and Vitality IT20s in their partnership with the ECB, stating that they will continue to collaborate closely to showcase the sport and inspire more people to engage in cricket.