Jaguar has revitalised its car range with great success in recent years, led by its XF, XJ and XK models. Amongst Jaguar’s target market cricket ranks as a favourite hobby, and with the sport growing in popularity due to the introduction of Twenty20 and more one-day internationals it has also attracted a younger and more affluent audience. Jaguar had already established a partnership with the England cricket team, but it was looking to enhance and extend the association. It was looking for a partner with strong links to cricket, but just as importantly a quality reputation to match Jaguar’s.
Jaguar wanted a partnership which would lead the brand to become synonymous with cricket, and enhance perceptions of several key brand attributes, namely:
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