A leading cricket bat manufacturer has been forced to ditch England’s star players after reportedly running into financial difficulties.

Woodworm has ended its lucrative deals to sponsor England captain Kevin Pietersen and all-rounder Andrew Flintoff.

The firm, which is based in Billingshurst, had both cricketers on lifetime deals, said to be worth £1 million a man.

Pietersen and Flintoff are credited with increasing sales of the company’s uniquely shaped bats 250% during the triumphant 2005 Ashes campaign.

But it has been forced to end the sponsorship after experiencing tough trading conditions in recent weeks.

Nobody at Woodworm was available for comment yesterday but a source told The Argus: “We understand they have been affected by the general situation with the economy.”

Chris Shambrook, the chairman of selectors at nearby Billingshurst Cricket Club, said: “We hope they are still going because they have been very good to our club in terms of sponsorship.

“I saw Joe Sillett, the Woodworm chief executive, driving up there today and waved. He seemed OK.”

Mr Sillett founded Woodworm in 2002 with Michael Hiard and David Brawn, both investment bankers.

Sales of its bats, which have a unique groove on the side and sell for between £25 and £200, rocketed from 200 a year to 15,000 in 2005, giving the business a 10% UK market share.

The firm also exported bats across the world.

Woodworm achieved even greater success in 2006 after Pietersen and Flintoff used its bats to great effect in the Ashes series of the previous summer.

But the firm is said to have struggled in recent weeks as people tighten their belts.

Pietersen has signed a new deal with Adidas while Flintoff is said to still be looking for a new sponsor.

Companies House shows that Woodworm’s latest accounts were due in August but have not yet been filed.