Jaguar and England Cricket on Sky Sports

Take a look at our Jaguar and England Cricket on Sky Sports case study

England cricket team celebrating Ashes

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.

Objectives:

Jaguar wanted a partnership which would lead the brand to become synonymous with cricket, and enhance perceptions of several key brand attributes, namely:

  • High quality
  • Performance
  • Cutting edge
  • Prestigious
  • British
  • Upmarket
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