London, 26 July 2025: The England and Wales Cricket Board (ECB), in partnership with creative agency MATTA, has unveiled a refreshed brand identity for England Cricket that unifies the England Men’s, Women’s, and Disability teams under one cohesive platform.
The launch of the new identity coincides with the release of the England Men and Women’s 2026 fixtures, which will see both teams face India at home across all three formats — Test, ODI, and T20. Notably, England Women will host India in a historic four-day Test at Lord’s, marking a global first in women’s cricket.
Rebrand reflects united vision for England Cricket
Driven by insights from fan research, player feedback, and internal stakeholder engagement, the rebrand focuses not on differences between the teams, but on the shared values that unite them — pride, passion, and personality.
“The re-fresh of the England Cricket brand encapsulates everything that is brilliant about our compelling teams and our sport,” said Jen Vile, Marketing Director at the ECB. “It allows us to unite England Men, Women, and Disability under one shared identity, whilst celebrating our unique differences… this approach will enable us to continue to grow our audience and build upon our passionate fanbase.”
Visual identity blends tradition with innovation
The new identity, developed by MATTA, features a versatile visual platform that can adapt to the energy of each cricket format, while still maintaining a consistent and recognisable England Cricket brand across Test, ODI, and T20 matches.
“The England Cricket brand has always carried deep tradition,” said Matt Hunt, Executive Strategy Director at MATTA. “Our task was to unify that legacy with a forward-looking identity — one that invites every fan in and elevates every team and player equally.”
Rollout across all fan touchpoints
The refreshed identity has already been implemented across ECB’s fan-facing platforms, including digital channels, social media, official merchandise, and in-stadium graphics. The move follows a landmark summer in 2025 where, for the first time, England Men, Women, and Disability teams played coordinated home series against India, emphasizing a unified cricketing presence on home soil.
The ECB’s unified brand strategy marks a significant moment in cricket marketing and fan engagement, positioning England Cricket as a modern, inclusive, and connected national identity across formats and genders.
