ENGLAND AND WALES CRICKET BOARD (ECB) has expanded its long-standing partnership with Vitality, which will become the first brand to appear on the back of the England playing kit.
Building on more than a decade of collaboration and investment in the sport, Vitality will now feature across all England Men’s, Women’s, Lions, and Mixed Disability kits. The new shirts will make their debut this Friday in Perth, on the opening day of the first men’s Ashes Test.
The partnership is underpinned by a shared ambition to inspire healthier, more active lifestyles among cricket fans and encourage more people to take up or return to the game. Vitality already serves as the title partner of Men’s and Women’s International T20s, the T20 Blast, and recreational T20 cricket, as well as the official wellness partner of The Hundred and Test cricket.
Following this winter’s men’s Ashes series, the 2026 home season is set to be another milestone year particularly for the women’s game with England and Wales hosting the ICC Women’s T20 World Cup, a women’s Test against India at Lord’s, and the second edition of the Vitality T20 Blast Women’s competition after a successful launch in 2025.
ECB commercial director Alex Perkins said, “We’re delighted that Vitality will now feature on the back of England shirts as we approach a hugely exciting men’s Ashes series. Vitality have been a long-standing supporter of cricket in England and Wales since 2014, and as title partner of Men’s and Women’s International T20s, the T20 Blast and recreational T20 cricket, and Official Wellness Partner of The Hundred and Test cricket, cricket has benefitted greatly from their commitment to promoting healthy, active lifestyles. Their work aligns closely with our values, and we look forward to continuing to work together to inspire fans and communities nationwide.”
Chief Vitality Officer Nick Read added, “Cricket has some of the most inspirational sports people and role models playing at the very top of the game, which is vital in helping increase participation in cricket at every level and across sport more generally. We’re therefore delighted to announce the presence of Vitality on England kits today, further building on our existing partnership with the ECB.”
