Health insurance brand Vitality has agreed a major sponsorship deal with the England and Wales Cricket Board (ECB).
The company will put its name to the T20 Blast, England's domestic Twenty20 cricket tournament, for the next four years. It will also be the title partner of all men's and women's home international T20 series for the next two years.
Vitality will also sponsor a range of youth and grassroots competitions, and will receive branding rights and hospitality rights at matches as well as access to England players for promotional activities.
Natwest was the ECB's previous T20 cricket sponsor but vacated the role last year when it expanded its agreement to become the body's principal partner.
England Test match captain Joe Root is a Vitality brand ambassador.
"We’re excited to be working with a partner who shares our enthusiasm and passion for T20 cricket," said ECB commercial director Rob Calder. "It’s the fastest growing format of the game, an integral part of ECB’s long-term strategy and has a critical role to play in bringing new people to the sport.
“Vitality are an established brand in the sports marketplace with a proven track record of using sponsorship successfully to grow fanbases and improve participation levels. They’re a natural fit for a partnership to drive interest and engagement in all our different T20 competitions at every level.”