The England & Wales Cricket Board (ECB) have signed a deal which will see Royal London become the headline sponsor of all one-day cricket in England over the next four years.
Royal London will sponsor international, domestic and club cricket one-day competitions run by ECB from 2014.
ECB have now signed deals with Investec (Test sponsors), NatWest (Twenty20 sponsors) and LV= (County Championship sponsors) as part of their vision of game-wide title sponsorship.
The deal with Royal London, which has six million customers and is poised to migrate 11 of its existing brands to its Royal London masterbrand, will see them sponsor men's and women's ODIs, the domestic 50-over one-day competition, the National Club Championship, and the London Junior County Cup.
"It is with great pleasure that we welcome Royal London as our newest commercial partner," ECB Chief Executive David Collier said.
"Our commercial and broadcast deals provide the foundation and long-term stability for our investment in cricket from the playground to Test arena, and this deal is further proof of cricket’s popularity in England and Wales.
"The public's appetite for one-day cricket remains extremely high with international sell-outs every summer and the recent success of the ICC Champions Trophy is also testament to the format’s strength.
"It is fitting that I take this opportunity to thank our previous county one-day cricket partners Yorkshire Bank and Clydesdale Bank for their support since 2005."
© Cricket World 2013