Freddie Flintoff Returns to Mark Launch of Latest ECB Kit

The England and Wales Cricket Board has unveiled its latest kit and new headline sponsor in a bold new campaign fronted by cricket icon Andrew “Freddie” Flintoff.

The work from Miroma Group’s The Multiple Agency champions the unifying power of cricket. From street cricket to international stadiums, the new shirt becomes a symbol of shared passion, worn with pride by children, women, and men alike.

Conceived, crafted and produced in full by The Multiple Agency, the campaign is a showcase of the agency’s creative and strategic firepower, from insight all the way through to final execution. With narration from England cricket great Andrew Flintoff, the film captures the pride, power and sense of belonging that comes with wearing the shirt.

With the key message being 'A Call to All, the campaign celebrates cricket at all levels, from grassroots to professional, with children, women and men all featuring in the creative.

Matt Farnworth, head of creative strategy, Multiple, said, “There’s nothing quite like putting on the England shirt. It’s not just for the players to wear, it unites and belongs to everyone who loves the game. We wanted this campaign to reflect that shared pride and show how cricket has the power to bring people together, whoever they are or wherever they come from.

“Freddie is synonymous with English cricket and has done a lot to champion the sport across the board so was the perfect person to partner with as the new shirt design is released.”