Copyright Promotions Sport is looking to capitalise on the popularity of cricket in the UK, unveiling a new logo for the 2009 Npower Ashes series to kickstart the licensing drive.
Combining red against grey graphics, the logo has been designed with the licensing programme in mind and, according to CPS, presents 'countless' licensing and merchandising opportunities for a range of audiences.
"The launch of this exciting new logo is the start of a comprehensive marketing and commercial programme, which includes, for the first time, a licensing programme that will stretch across the retail marketplace," said John Perera, ECB commercial director.
The dates and venues for the 2009 tournament have also been released: Cardiff (July 8th-12th), Lord's (July 16th-20th), Edgbaston (July 30th-August 3rd), Headingley Carnegie (August 7th-11th) and The Brit Oval (August 20th-24th).
Gary Jacobson, commercial manager at CPS, added: "After seeing the country gripped by cricket fever during the 2005 series, we are developing a licensing programme of England Cricket and Ashes 2009 product that capitalises on this exciting opportunity and meets the anticipated level of national interest."