THE ENGLAND AND WALES Cricket Board (ECB) will have a major sponsorship influence from the English County of Yorkshire in 2013 after two commercial deals announced this week.
On the domestic front, Yorkshire Bank was unveiled as the new title sponsor of the English counties 40-over competition. The tournament will be known as the Yorkshire Bank 40.
Yorkshire bank replaces parent brand Clydesdale Bank as the competition’s title sponsor after it signed a three-year deal in 2010.
Yorkshire Bank will also become the official sponsor of the ECB County Cups at under-14, under-15 and under-17 levels.
Elsewhere at the ECB, Yorkshire Tea became the “Official Brew of England Cricket”.
The three-year deal will run until October 2015 and will focus around the tea breaks during England Test Matches.
A full programme of events and promotions will take place during the “Yorkshire Tea Breaks” supported by television advertising, social media initiatives and on-pack promotion.
Simon Eyles, Yorkshire Tea’s marketing director, said: “The cricket tea break is synonymous with a proper brew, so throughout the summer we are going to make every tea break fun and engaging for the many fans of the game.
“This is the first national sponsorship Yorkshire Tea has embarked upon, and we’re really looking forward to being part of such an exciting summer of cricket.”
By Luke Harman
Follow Luke on Twitter: @lukeharmanSBG