Emma Noble: Bowled over by cricket

It is not the first time the ECB has attempted to apply the phrase 'Blondes have more fun' to cricket, having used model Caprice at the launch for the 1999 World Cup.

Such an approach did not sit well with traditionalists and Caprice herself made no bones about her lack of knowledge of the game's finer points.

"What does lbw mean?" she was asked. "Next question" was her reply.

There have been reports that the likes of Madonna and Liz Hurley may be approached with a view to helping promote this summer's series against Pakistan and Australia.

Quite what pop's number one female artist, otherwise known as Mrs Guy Ritchie, makes of cricket is anyone's guess.

Madonna could make it a family day out by taking her daughter along. Lourdes at Lord's, whatever next?

Such reports are, however, fanciful with Npower quick to play down suggestions that they want to turn Test grounds into new haunts for the paparazzi.

Madonna: Always achieves perfect pitch

They are determined to "demystify cricket" and ensure it receives coverage on the front pages of newspapers as well as the back.

"We will need to enlist the help of celebrities, but that won't characterise our relationship with the ECB," insisted Dunne.

The sponsorship agreement is the latest step forward for English cricket in the wake of the team's successses against Zimbabwe, West Indies and Pakistan.

Mobile phone company Vodafone have extended their backing of the England England senior, A and women's teams and the Kwik Cricket programme until 2005.

And the ECB expects to unveil new sponsors for the County Championship and the main domestic knockout competition in the near future.