ASDA Renews Kwik Cricket Sponsorship

ASDA has renewed its longstanding title sponsorship of the England and Wales Cricket Board's Kwik Cricket programme for a further three calendar years.

ASDA will continue to support the Kwik Cricket National Girls Primary Schools Competition along with the National Kwik Cricket mixed competition open to school boys and girls in years five and six. Since ASDA began sponsoring Kwik Cricket in 2006 the competition has continued to grow with 139,000 children taking part in 2011. Over the last six years there has been a 55 per cent increase in participants in the girl’s competition alone.

ASDA Kwik Cricket is designed to provide children, between the ages of seven and 11, with an introduction to cricket and can be played either indoors or outdoors.

The ECB, in conjunction with the 18 first-class counties and ASDA will continue to support a series of recreational junior cricket festivals in communities across the country. These festivals will be attended by high-profile professional cricketers who, in addition to passing on coaching tips, will also talk to children about the benefits of healthy living. 

ECB Commercial Director John Perera said: “ECB is committed to supporting the recreational game and we are delighted that ASDA is continuing their long standing association with grass roots cricket through their title sponsorship of the Kwik Cricket competitions. With a focus on community engagement at local level and promoting healthy living in children, ASDA is an ideal fit for the Kwik Cricket Competition.” 

Head of ASDA in the Community – Marketing, Fiona Campbell-Reilly said: “ASDA are proud to be entering our seventh year of sponsoring the National Kwik Cricket Competition, the ECB’s major grassroots initiative. This campaign is an integral part of our community programme and we will be handing out healthy snacks and drink every summer to keep the young players refreshed and hydrated. 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.”