Foster’s is to be the official lager of England cricket, after signing a two-year deal with the England and Wales Cricket Board. The partnership sees the drinks brand’s return to sports sponsorship for the first time in ten years.
The tie-up will be supported by a nationwide campaign, appealing to cricket fans across the country throughout the summer, and includes all international T20 matches, one-day internationals and international Test matches. The ECB logo is set to be included on all Foster’s packaging later in the year, with bespoke activations at selected cricket grounds throughout June, July and August. Further details would be revealed later, said the brand,
“We’re thrilled to team up with England cricket,” said David Forde, MD of Foster’s owner Heineken.
“It’s been a decade since we last sponsored 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. 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.”