Soft drink Rubicon is sponsoring Sky Sports' coverage of the ICC Cricket World Cup in a deal brokered by media agency PHD North.
Rubicon, which is owned by AG Barr, is looking to strengthen its association with cricket having already sponsored Sky's coverage of the ICC World Twenty20 tournament last year.
Rubicon's creative agency, The Minimart, has created 22 idents and online banners for the brand to use during Sky's six-week TV, mobile and web coverage of the World Cup.
The activity will be supported by point of sale in cash and carry and convenience stores and in major multiples. It is part of an overarching 'Love Cricket' campaign from Rubicon that will unfurl throughout the year.
Adrian Troy, head of marketing at AG Barr, said: "We felt strongly that following the strong consumer awareness and sales success around our sponsorship of the World Twenty20 broadcast last year, the opportunity to build on this affinity was too good to miss."