npower delight at Ashes success

npower have expressed their delight at the success of this summer’s Ashes Test Series which developed into what has been widely recognised as the greatest ever series.

England clinched a 2-1 victory in the npower-sponsored Test series to finally reclaim the Ashes off Australia and the drama involved as well as the spirit in which the games were played helped generate huge interest all around the world.

RWE npower's chief executive Andy Duff said: "It is always good for a brand to be associated with success.

"As a sponsor, you hope and plan for an event, such as the npower Ashes Series, that grips the nation - and it couldn't have been more successful.

“Awareness for our brand and our products has increased over the summer - as more and more people have been drawn to cricket - and ultimately this leads to an increase in sales."

Over the summer, which has seen record viewing figures on Channel 4, the number of fans who have signed up to npower for gas and electricity, in order to get their free England Supporters Cricket Club membership, has increased by over 200% (versus membership in 2004).

ESCC membership entitles fans to benefits including exclusive members' events and the opportunity to go into a ballot for Test match tickets.

Over 40,000 npower tour T-shirts were produced to be sold at the Test match grounds and used as incentives over the summer to new customers signing up for their energy.

These quickly sold out and even found their way on to e-Bay - where they were selling for twice the recommended retail price.

© Getty Images

"While it has been a fantastic summer, it is important that we, as a major sponsor, work closely with the ECB to ensure that the momentum for cricket is not lost," added Duff.

"Earlier this year, when we announced that we had renewed our sponsorship for a further two years, we talked about a marketing fund of £600k to be used to give greater access to the sport for fans: we will be announcing these plans in due course."

Following England's win on Monday, npower is also promoting a souvenir book of the Ashes due out on October 3, in conjunction with the Daily Telegraph.

The book, entitled England's Ashes, will be offered as an incentive for customers signing up to npower for their gas and electricity before September 24 2005.

npower's sponsorship of the Test series runs until the end of 2007. Next year sees three Tests against Sri Lanka in May and four against Pakistan in July and August.