South African prepaid airtime and electricity distributor, Blue Label Telecoms, has joined forces with Cricket South Africa (CSA), and secured a naming rights deal for all of the Proteas limited 20-over innings international matches until next year.

The agreement is a short-term agreement for all T20 international matches against England until the end of the Pakistan tour in March 2013.

This means that the T20 South African cricket team is to be called ‘Blue Label Telecoms Proteas’ for the duration of the deal.

The value of the deal has not been disclosed.

"It gives us great pleasure to welcome Blue Label Telecoms to the CSA family," commented CSA acting chief executive officer Jacques Faul.

"They have indicated that they see this as a long-term investment in cricket and are looking to extend the partnership over a substantial period of time,” Faul explained.

Blue Label Telecoms would also have the rights to roll out CSA's customer engagement programme, which is as a new initiative and one that could benefit cricket-loving fans.

David Fraser, the group chief technical officer of Blue Label Telecoms added, "We see the opportunity to provide a customer engagement platform as a terrific way of rewarding South Africa's loyal cricket fans with a complete and exciting supporter-centred programme across all forms of the game.”