ECB Selects Hardys As New Official Wine
The England and Wales Cricket Board has announced a new three-year partnership with Hardys, in a deal that will see the UK brand replace Laithwaite’s Wine as the official wine sponsor of England cricket.
Hardys will have branding rights and will offer samples to supporters at England home internationals, while it will also launch the 1853 Club for England fans to purchase its premium products.
William Hardy, a member of the company’s founding family, said of the deal: ‘We are very excited to partner with England cricket. It is a sport close to my heart and has been enjoyed by the many generations of the Hardy family.’
ECB chief executive David Collier added: ‘The ECB is thrilled to embark on this partnership with Hardys wine. Hardys is an established brand that will offer the nation’s cricket fans quality wine to enjoy during international matches. This is another example of our expanding commercial partnerships, and will allow us to invest more in the development of cricket game-wide.’
Hardys will also be a partner in the ECB’s ‘Drink Within Your Boundaries’ campaign to encourage the responsible consumption of alcohol.
The messaging, which is supported by Drink Aware, is promoted in toilets, at bar areas, on big screens and through regular public address announcements.
