After a spectacular inaugural season in 2021, The Hundred returns to stadiums and screens across the UK in August. We’ve been busy helping the ECB secure more partners for the bold new tournament, ahead of its second year.

Over the past fortnight, three new brands have come on board. The first, Xplora, becomes the Official Children’s Smartwatch Supplier, with the aim of encouraging kids to stay active and strike a balance between screen time and physical exercise.

Software experts, Sage, joined as the Official Insights Partner of the tournament in a multi-year deal, bringing consumers and fans closer to the high pressure decision-making that underpins the competition. Branding will feature on umpire’s clothing. As part of that agreement, Sage will also be a Presenting Partner of The Hundred Draft from 2023 onward.

To round things off, a deal was also agreed that will see British fruit drink specialists, Robinsons, make a splash as Official Soft Drinks Partner.

Robinsons has a shared aim to help people make more informed choices and live healthier lives, and The Hundred will feature on pack across Robinsons’ no added sugar range, with weekly ticket giveaways offered to consumers. The brand will also put its name to the Strategic Time Out, where the bowling side can rehydrate and recuperate during play.

The Hundred now boasts twelve sponsors, alongside broadcast partnerships with BBC and Sky Sports, in what has been a real commercial success story. We are delighted to have helped the tournament on that journey so far, and look forward to working closely with the ECB on developing this proposition further in the future.