Foster's inks first sports sponsorship deal in 10 years with England Cricket

Foster's is set to become the Official Lager of England Cricket in a two-year deal, a partnership that sees the Heineken brand return to sports sponsorship for the first time in a decade.

The partnership will be supported by a nationwide campaign to appeal to cricket fans across the country throughout the summer months.

The two-year deal includes all international T20 matches, One Day Internationals and International Test Matches. These include this summer’s home international series against Sri Lanka and Pakistan and next season’s tours by West Indies and South Africa.

Under the terms the logo of the England and Wales Cricket Board, the governing body of cricket in England and Wales, will be included on all Foster’s packaging later in the year, and the beer will be activated in trade from 11 July to the end of August.

David Forde, managing director of Heineken, said: “We're thrilled to team up with England Cricket. It’s been a decade since we last sponsored the sport in the UK and what a time to start again. England are playing superbly and the popularity of all forms of international cricket is soaring.

"Cricket has one of the widest fan bases of any sport and Foster’s is one of the best-selling lagers in the country - it’s a winning combination for our customers, consumers and us."

Foster's will also run bespoke activations at selected cricket grounds throughout June, July and August - with further details to be revealed later this year.

Natalie Mortimer

Natalie is The Drum's fashion, design, luxury and food & drink reporter.

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