Re Contract

Embargoed: 0700hrs 19 April 2004 INTERNATIONAL BRAND LICENSING ('IBL') ENGLAND AND WALES CRICKET BOARD RENEW ADMIRAL KIT SPONSORSHIP OF ENGLAND CRICKET TEAMS UNTIL MARCH 2010 International Brand Licensing is delighted to announce the conclusion of an agreement with the England and Wales Cricket Board ('ECB') to extend the kit sponsorship of the England cricket teams by its Admiral brand until March 2010. IBL views the brand awareness created by this arrangement as a cornerstone in its objective in ensuring Admiral retains its position as one of the UK's most well-known sports brands. ASDA, appointed in autumn 2003 as the exclusive UK retail partner of Admiral, are due to launch the ranges of Admiral / England branded cricket replica items in over 100 stores in the spring of this year. This launch also coincides with the release of the new England One-Day International kit and sales generated through ASDA stores will significantly increase the national distribution of these products to supplement sales generated through the Test and County Cricket Grounds and the general sports retail trade. Admiral have also agreed with the ECB to join their family of sponsors of the Twenty20 Cup which was launched in 2003 and proved to be a resounding success. Mark Sibley, ECB Commercial Director, said: 'Admiral have been associated with the England teams for some time and we're really pleased that they have extended their association with the game to county cricket. The Twenty20 Cup saw massive crowds last year, with a young and carnival atmosphere at matches, and it's no surprise that strong brands like Admiral want to associate themselves with a rejuvenated county game'. In addition to the above ASDA will be launching an exclusive Admiral apparel range for Euro 2004 and ranges of Admiral branded footwear and other sporting goods throughout their stores in the second quarter of this year. Francis Surtees, Menswear Buying Manager at GEORGE for ASDA, added: 'The opportunity to re-establish such a historic brand has been tremendously exciting for the whole team. Having the freedom to establish the breadth of the offer has been the key to developing an exclusive range of retro inspired sports and leisurewear to cater for the varied needs of the ASDA customer.' With the heritage, tradition and brand visibility of the Admiral brand, coupled with the value for money ethic adopted by ASDA for all their Admiral products, IBL are confident that the partnership with ASDA will prove to be a great success. -ends- For further information please contact, Adam Reynolds / Ben Simons Hansard Communications Tel. 020 7245 1100