Cravendale fresh milk produced by Arla Foods UK will be the new sponsor of Leicestershire County Cricket Club for the next three years.

Cravendale brand manager, Stuart Ibberson, said: “Cricket and milk provide the perfect partnership, as the links between health, sport and milk drinking are so strong.”

The sponsorship will enable Leicestershire CCC the opportunity to apply for a Sportsmatch grant to fund a grass roots community cricket programme to introduce kids of all ages to the game.

Cravendale also sponsors the community rugby programme for Leeds Rhinos.