The England and Wales Cricket Board (ECB) has announced today (4 February) it will renew its partnership with Yorkshire Tea as the ‘Official Brew of England Cricket’ for a further three years.
The agreement extends from the previous three-year deal which began in 2013, and will see Yorkshire Tea build on its commitment to the only sport which stops for a tea-break.
As a key sponsor of the England team the company will benefit from a range of commercial rights including access to England players, in ground advertising and on-pack promotions. The new deal incorporates TV advertising, a social media campaign and on-pitch appearances by the ‘Yorkshire Tea Band’ during the tea-breaks at all Investec Test Matches.
ECB commercial director Sanjay Patel said: “Cricket and tea are a natural fit for a successful marketing campaign and we are delighted that we have helped Yorkshire Tea achieve wider exposure via this sponsorship – and become one of the UK’s best known brands.”
Kevin Sinfield, head of brand marketing at Taylors of Harrogate, said: “Coming from a county with such a strong cricketing heritage, we’ve always felt a close connection to the game, right down to the illustration of a village game on our box. As the ‘Official Brew of England Cricket’, we’re here to ensure that cricket fans enjoy the tea break almost as much as the game.”
Last season saw Yorkshire Tea give cricket goers the opportunity to experience what it feels like to face a ball from England fast bowler Jimmy Anderson through a virtual reality experience.