Maxibon has become the first ice cream brand to sponsor Yorkshire County Cricket Club.
The frozen sandwich snack will be the official partner for Yorkshire Vikings’ home games during 2017’s Natwest T20 Blast season.
It is the first time a brand owned by Froneri, the world’s third-largest ice cream manufacturer, has sponsored cricket in the UK and forms part of an “ambitious” £550,000 marketing campaign to boost Maxibon’s sales.
“I am delighted that we have secured this exciting sponsorship agreement with Yorkshire County Cricket Club,” said head of Froneri UK Mike Fraine.
“This T20 collaboration with a top-performing cricketing county will drive awareness and is primarily about reaching our target audience of predominantly young male adults.”
The deal will include pitch-side branding during the T20 season at last year’s semi-finalist’s Headingley home, as well as pop-up product sampling sites and matchday competitions via digital communication channels.
“I am delighted that we have managed to secure Maxibon as a T20 sponsor,” said Yorkshire County Cricket Club chief executive Mark Arthur.
“The deal represents a move into a new product area for us and I am confident it will prove very beneficial for both parties.”