ECB gulps down Greene King partnership

The England and Wales Cricket Board has unveiled Greene King IPA as the official beer of England cricket.

The deal will run for five years, from 2016 to 2020, and covers 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 various commercial rights including access to England players for promotional appearances, in-ground advertising and opportunities to display the ECB brand on products.

ECB commercial director Sanjay Patel described the deal as offering “significant benefits to cricket.” He added: “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.”

Greene King has also announced a new partnership with English County Championship club Surrey, becoming the main beer supplier for all domestic and international matches at the Kia Oval stadium in a three-year agreement, from 2016 to 2018.