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Greene King signs England cricket deal
The England and Wales Cricket Board (ECB) has signed a five-year sponsorship deal with Suffolk-based brewer Greene King, making its flagship IPA the official beer of England cricket.
(L-R) Chris Houlton, managing director Greene King Brewing and Brands, and Sanjay Patel, ECB commercial director at The Kia Oval
The deal 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 products.
“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”, said Chris Houlton, managing director of Greene King brewing and brands.
“We are delighted to partner with the ECB in time for the start of the summer season and we will be with the England cricket team every step of the way over the next five years.”
The partnership will initially see Greene King present throughout this summer’s international series against Sri Lanka and Pakistan, as well as the next home Ashes series against Australia in 2019.
As well as becoming the Official Beer of England Cricket, Greene King has also announced a new partnership with Surrey County Cricket Club (SCCC) to become the main beer supplier for all domestic and international matches at the Kia Oval in a three-year agreement that includes investment in new bar facilities throughout the stadium.