HomeNewsNewsDrinks - BeerCricketEngland

ECB drinks to Foster’s partnership

Australian lager brand Foster’s has agreed a two-year sponsorship deal with the England and Wales Cricket Board.

The deal names Foster’s the official lager of England cricket. The partnership will begin with England’s home international series against Sri Lanka and Pakistan this summer and will run until the end of 2017. Financial terms of the deal were not disclosed.

Under the agreement, Foster’s will receive perimeter board advertising during England matches, in-ground product placement displays and the chance to build “pourage” relationships with county grounds. The two parties will also arrange player appearances at events to promote the partnership.

“This is the first time we have appointed an official partner in this area and we are very pleased to have attracted an iconic lager brand which has a strong track record of supporting cricket and will be well-known to fans,” ECB commercial director Sanjay Patel said. “Our commercial family continues to grow with significant interest from brands and companies across all our categories.”

The ECB already has an official beer, having entered into a five-year partnership with Greene King IPA in January. The body has so far this year also agreed extensions to its deals with tea producer Yorkshire Tea and opticians chain Specsavers.

Foster’s earlier this week signed a five-season deal with English county club Durham, under which its branding will appear on the front of the team’s playing jerseys.