Yorkshire Tea is set to become the 'official brew of English cricket' after the agreement of a sponsorship deal with the England and Wales Cricket Board (ECB).
The brand will benefit from a variety of marketing events and promotions throughout the duration of the deal, which will run until October 2015.
Simon Eyles, marketing director of Yorksire Tea, said: "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.
"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."
Social media, on-pack promotion and TV advertising will be central to the plans by Yorkshire Tea to build its association with the quintessentially English sport, boosted by the marketing opportunities during the 'Yorkishire tea breaks' at all Investec test matches.
Commercial director of ECB, John Perera, added: "It’s pleasing for us as a governing body to see a partner feature the game in TV advertising which will undoubtedly stimulate even more interest in the sport ahead of a packed domestic and international season"