Citroen recently announced a partnership with Arsenal Football Club, complete with training days for the younger players and ‘corner taking’ pun for the headline.
Meanwhile, Kia has been busy supplying a fleet of vehicles for the football World Cup in South Africa this summer for both the teams and officials.
Jaguar, however, has decided to stick to its roots with a quintessentially English partnership. The luxury car maker will supply a fleet of XF, XK and new XJ models to the English Cricket Team for the next four years.
It isn’t a move completely out of the blue; Jaguar has achieved a fair amount of success with the Jaguar Academy of Sport scheme to find and celebrate the best young talent in the UK. The academy has even attracted the likes of David Beckham and Rio Ferdinand as ambassadors.
England Cricket Team is the current Ashes holders and World Twenty20 Champions and will now have a fleet of vehicles to suit their lofty status.
The two English brands are well-matched; both are the very definition of ‘Englishness’ and have spawned iconic images and memories aplenty.
While the England Cricket Team can look back fondly on famous victories such as the ‘Ian Botham Ashes’ in 1981 and more recently, the 2005 series, Jaguar has its own illustrious history, boasting timeless models such as the XJ.
Geoff Cousins, Jaguar UK managing director, said: "Jaguar like English Cricket has been transformed in recent times so the timing and fit is perfect for this new partnership."
The partnership with the England and Wales Cricket Board (ECB) also encompasses the Professional Cricketers Association and the UK’s Test match venues and the new XJ is sure to be seen around some of the country’s most famous cricketing grounds this summer.
Nowadays, it seems car manufacturers will go into partnership with unlikely and confusing brands for no obvious reason. So it is great to see a well thought out, well-matched partnership of two iconic British brands showcasing the best England has to offer in terms of quality and performance.