England cricketing legend and avid Yorkshire Tea drinker, Michael Vaughan was at Lord’s Cricket Ground today as Yorkshire Tea announced details of a three-year sponsorship deal with the England and Wales Cricket Board (ECB).
The deal sees Yorkshire Tea named as the Official Brew of the England Cricket Team and will form an integral part of the brand’s marketing activity, including TV advertising, social media and on-pack promotion. A full programme of events and promotions will take place during the Yorkshire Tea Breaks in all test matches, including the forthcoming Ashes series, with the brand keen to share their boundless enthusiasm for a proper brew.
A high-profile national sponsorship represents a significant step change for Yorkshire Tea, a national brand with big ambitions, as Yorkshire Tea marketing director, Simon Eyles comments:
“I am thrilled to announce a three year partnership between Yorkshire Tea and the England Cricket Team. The cricket tea break is synonymous with a proper brew, so throughout the summer we are going to make every tea break fun and engaging for the many fans of the game. This is the first national sponsorship Yorkshire Tea has embarked on, and we’re really looking forward to being part of such an exciting summer of cricket.”
Yorkshire Tea has been heavily involved in cricket at grass roots level for many years and the game has played a large part in the brand’s history, with the game featuring prominently on packaging. In addition, it is the only game that stops for tea, which provides a great synergy.
The sponsorship deal was brokered and managed on behalf of Yorkshire Tea by Jeremy Chatterton at BMB Neon (BMB will be launching a new TV off the back of the sponsorship within the next few weeks).
ECB Commercial Director John Perera said: "This deal with Yorkshire Tea is a welcome addition to our ever expanding commercial partner family. Cricket and tea go hand in hand, and Yorkshire Tea is a brand that fits the ECB’s values perfectly. It’s pleasing for us as a governing body to see a partner feature the game in above-the-line advertising which will undoubtedly stimulate even more interest in the sport ahead of a packed domestic and international season.”