Yorkshire Tea Continues ECB Deal

05 Feb 2016 | tshego

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England and Wales Cricket Board (ECB) has announced the 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 sport.

As a sponsor of the England team and a supporter of grassroots cricket, the company will have a range of commercial rights including access to England players, in ground advertising and on-pack promotions.

The new deal will also use 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.

Sanjay Patel, commercial director, ECB 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, 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.”