Ask.com seals £3m England cricket deal

LONDON - Search engine Ask.com has struck a lucrative sponsorship deal with the England and Wales Cricket Board to become an official partner of the England cricket team ahead of the new international season.

The rolling year-on-year contract, estimated to be worth an initial £3m in terms of total investment, is the firm's first significant marketing activity since rebranding from Ask Jeeves in February.

It is the first dotcom brand to sign such an ECB deal, and joins Vodafone and Npower as an England partner.

The partnership will provide the platform for a host of promotional activity, including exclusive branded content on microsite www.ask.

com/cricket, access to players including Michael Vaughan and Andrew Flintoff, and ticket giveaways.

Ask.com will have in-stadia branding opportunities at all this summer's home Test matches and one-day internationals against Pakistan and Sri Lanka, and will promote the association through significant experiential activity at the games.

The search engine has also taken the innovative step of branding the second day at all this summer's England Test matches as Ask.com Friday.

Ask.com was advised on the deal by Karen Earl Sponsorship, which it appointed to create and implement its sponsorship strategy following a pitch last year.

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