The England and Wales Cricket Board has signed a four-year contract with Royal London to become the headline sponsor of all domestic one-day cricket from next season.
Royal London, which is described as the UK's largest mutual life and pensions company, will back one-day cricket at international, county and recreational level from next season, completing a restructuring of ECB sponsorship.
The ECB now has different backers for each of the game's three formats, with Investec for Test cricket and NatWest for Twenty20 cricket, while LV= will continue to back the County Championship.
ECB chief executive David Collier said: "It is with great pleasure that we welcome Royal London as our newest commercial partner.
"Our commercial and broadcast deals provide the foundation and long-term stability for our investment in cricket from the playground to Test arena, and this deal is further proof of cricket's popularity in England and Wales.
"The public's appetite for one-day cricket remains extremely high, with international sell-outs every summer, and the recent success of the ICC Champions Trophy is also testament to the format's strength.
"It is fitting that I take this opportunity to thank our previous county one-day cricket partners Yorkshire Bank and Clydesdale Bank for their support since 2005."
The new Royal London deal includes:
Royal London ODIs (men's): Forty matches over four years against Sri Lanka, India, New Zealand, Australia, Pakistan, West Indies and South Africa
Royal London Women's ODIs: Schedule yet to be confirmed
Royal London One-Day Cup (men's): County competition which will be 50 overs per side
Royal London National Club Championship: A knockout tournament in which the top 256 clubs in the country compete
Royal London Junior County Cups: Played in 40 counties for the boys U14, U15 & U17 competitions, and 32 counties for the girls U13, U15 & U17 competitions