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Cricket team gets shirty for a good cause

PUBLISHED: 12:17 08 April 2010 | UPDATED: 11:37 23 August 2010

SHAKE ON IT: Demelza chief executive Ted Gladdish with Kent County Cricket Club chief executive officer Jamie Clifford.

SHAKE ON IT: Demelza chief executive Ted Gladdish with Kent County Cricket Club chief executive officer Jamie Clifford.

CRICKET bosses have given up the chance of a lucrative sponsorship contract to promote a children s charity. In a move that will bring the name of hospice Demelza house to cricket fans around the country, Kent County Cricket Club has agreed to place the

CRICKET bosses have given up the chance of a lucrative sponsorship contract to promote a children's charity.

In a move that will bring the name of hospice Demelza house to cricket fans around the country, Kent County Cricket Club has agreed to place the charity's logo on its kit, a move believed to be unique in cricketing history.

Jamie Clifford, Kent's chief executive officer, said: "The players and staff at the club have been so taken with the work of Demelza, I am delighted to announce this exciting approach.

"I believe that this goes further than a traditional sponsorship deal and expresses something of what a special club Kent is."

Promoting a not-for-profit organisation on a sporting kit is extremely rare, with Spanish footballing giants Barcelona, who carry the Unicef logo, the most prominent example.

Birmingham-based Premier League football club Aston Villa also feature a charity - Acorns Children's Hospice - on their club shirts. Kent believe they are the first cricket club to make the move.

Ted Gladdish, chief executive of Demelza Hospice Care for Children, said: "We are thrilled that our name will feature on Kent County Cricket Club's championship shirts next season in this groundbreaking partnership.

"This opportunity will help us to reach the extra children who desperately need our help. Kent cricket is helping to make this a reality for many of them."

Further promotion of the cause will be given through a series of events organised by the pair over the next two years.

The logo will be the main image on the team's whites.

Demelza House, based in Sittingbourne, is the only residential hospice for children in the South East.

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