Kwik Cricket sponsorship deal renewed

07/12/2011

Those watching next year's Test matches at Lord's and other grounds may note the games of Kwik Cricket being played by schoolchildren on the outfield during intervals and this pastime has been given a boost as Asda has agreed to continue its sponsorship.

The England and Wales Cricket Board (ECB) revealed the retailer has signed a three-year extension to its deal, which will last up to and including 2014.

Away from interval demonstrations, the sport is played in schools and includes the Kwik Cricket National Girls Primary Schools Competition and the National Kwik Cricket mixed competition, which is open to both boys and girls.

This year saw 139,000 children taking part and head of Asda in the Community's marketing section Fiona Campbell-Reilly said: "This year we're proud to be able to give more children an opportunity to play Kwik Cricket during the lunch interval at international matches to show off the grassroots talent in our country."

Other charity initiatives aimed at increasing participation in grass-roots cricket include A Chance to Shine, which has worked to increase the numbers playing in state schools.

By Ted Walker