England and Wales Cricket Board inks five-year deal with new official beer.
The England and Wales Cricket Board (ECB) has secured a new five-year deal with Suffolk-based brewer Greene King IPA to become the official beer of England cricket.
The deal will cover this summer’s international series against Sri Lanka and Pakistan, as well as the next home Ashes series against Australia in 2019.
The agreement also includes a range of commercial rights including access to England players for promotional appearances, in-ground advertising and opportunities to display the ECB brand on retail product.
“We are very pleased to welcome Greene King to our wider family of business partners,” said Sanjay Patel, ECB commercial director.
“Greene King IPA is an iconic beer brand with a rich heritage and we look forward to working closely with their marketing team to fully maximise the impact of the sponsorship over the next five years.”
Chris Houlton, md of Greene King brewing and brands, added: “As we look to introduce our iconic IPA to a broader range of drinkers, we expect the increased exposure this deal will bring for our flagship ale, and our full beer portfolio, to deliver benefits which will be felt across the business.”
In addition to the ECB deal, Greene King has also secured a new three-year partnership with Surrey County Cricket Club to become the main beer supplier for all domestic and international matches at the Kia Oval.
