Greene King to become ‘official beer of England cricket’ in new partnership
Greene King IPA is to become the ‘official beer of England cricket’ in a new five-year sponsorship deal.
The Bury St Edmunds brewer has agreed a partnership with the England and Wales Cricket Board (ECB).
It will encompass this summer’s international series against Sri Lanka and Pakistan as well as the next home Ashes series against Australia in 2019.
The new deal includes a range of commercial rights including access to England players for promotional appearances, in-ground advertising and opportunities to display the ECB brand on retail product.
Chris Houlton, managing director of Greene King brewing and brands, said: “With our respective long and established heritage and shared commitment to being the best in class, Greene King is a natural partner for England cricket.
“As we look to introduce our iconic IPA to a broader range of drinkers, we expect the increased exposure this deal will bring for our flagship ale, and our full beer portfolio, to deliver benefits which will be felt across the business.
“We are delighted to partner with the ECB in time for the start of the summer season and we will be with the England cricket team every step of the way over the next five years.”
Sanjay Patel, ECB commercial director, added: “We are very pleased to welcome Greene King to our wider family of business partners and conclude an agreement which will offer significant benefits to cricket.
“Greene King IPA is an iconic beer brand with a rich heritage and we look forward to working closely with their marketing team to fully maximise the impact of the sponsorship over the next five years.”
Meanwhile, Greene King has also announced a new partnership with Surrey County Cricket Club (SCCC) to become the main beer supplier for all domestic and international matches at the Kia Oval in a three-year agreement that includes investment in new bar facilities throughout the stadium.
Charlie Hodgson, SCCC commercial director, said: “We’re very happy to partner with a company like Greene King, who will offer high quality products to the many thousands of fans visiting the Kia Oval next summer. Much like ourselves, Greene King is a modern organisation built on a wonderful heritage.”