ECB today announced a renewal of its partnership with Yorkshire Tea as the ‘Official Brew of England Cricket’ for a further three years.
The agreement, an extension of a previous three-year deal which began in 2013, will see Yorkshire Tea increase its investment and build on its commitment to the only sport which stops for a tea-break.
As a key sponsor of the England team and a long-time supporter of grassroots cricket, the company, which was recently named as one of the UK’s top brands*, will benefit from a range of commercial rights including access to England players, in ground advertising and on-pack promotions.
The new deal will also embrace wider marketing activity and promotions including TV advertising, a social media campaign and on-pitch appearances by the ‘Yorkshire Tea Band’ during the tea-breaks at all Investec Test Matches.
England are due to host international tours by Sri Lanka and Pakistan this summer with South Africa and West Indies set to visit England next summer and India scheduled to tour in 2018.
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.
“We look forward to developing our relationship still further over the next three years and warmly welcome Yorkshire Tea’s desire to play their part in enhancing fans’ match-day experience at all our international venues.”
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. While we’ve had a good innings so far, with 2015 in particular marking a year of cricketing tea break firsts, we’re just getting started! Over the next few months and years, fans of the game can expect to see more exciting tea break action as we further develop our partnership.”
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, with fans invited to don a virtual reality Oculus Rift headset and take on the ‘Burnley Express’.
Other activity has included the brand’s annual search to recognise the tastiest cricket teas in Britain, with teams across the country challenged to whip up their best savoury delights and show stoppers for a panel of celebrity judges, with the victors winning the opportunity to host and compete in a match of cricketing legends.