The deal covers C4's live coverage of four Tests against India from July to September, and three against Sri Lanka, starting May 16. Rainey Kelly Campbell Roalfe/Y&R will create credits.
The Times will produce five C4-branded tabloid cricket supplements to be distributed in the paper and at matches throughout the season.
C4 separated sponsorship of its cricket coverage from its other sporting strands this season after it failed to secure a sponsor for its overall sports output, sold as 'Sport on 4' (Marketing, March 28).
Recruitment web site StepStone sponsored the Sport on 4 package from May 2000, but the deal collapsed last November when the UK company went into liquidation.
C4 was hoping to secure up to £1.5m for the separate cricket sponsorship, but has settled for The Times deal, which is worth around £1m.
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