Aussie beer brand sponsors English cricket

Foster’s has signed a sponsorship deal with English cricket to become the sport’s official lager in England.

The ECB deal is Foster’s first sports sponsorship in 10 years, the brand said (Photo: Foster’s)

The Heineken-owned beer has signed a two-year deal with the English and Welsh Cricket Board (ECB) to join its roster of sponsors, which also includes Aussie wine brand Hardy’s, despite the historic rivalry between English and Australian cricket.

The agreement will see the ECB logo appear on Foster’s cans later this year.

A joint advertising push between the ECB and Foster’s will take place this summer as part of the deal, which also allows Foster’s exclusive pouring rights at England’s home games.

It is the first Foster’s sports tie-up in a decade, the brand said in a statement announcing the deal.

David Forde, MD of Foster’s owners Heineken, said: “We’re thrilled to team up with England Cricket. It’s been a decade since we last sponsored the sport in the UK and what a time to start again.

“England are playing superbly and the popularity of all forms of international cricket is soaring.”

He added: “Cricket has one of the widest fan bases of any sport and Foster’s is one of the best-selling lagers in the country – it’s a winning combination for our customers, consumers and us.”