LONDON - Procter & Gamble is to sponsor English Cricket via a deal with its Hugo Boss fragrance and skin care brands.

The agreement includes strategic advertising boards and sight screen advertising coupled with promotional opportunities at all seven of the UK's major cricket grounds.

Chris Chinaloy, brand manager for P&G prestige products, said: "Cricket remains the number one summer sport in the UK, and we are delighted at the prospect of working with English Cricket to drive both our retail and communication needs."