The apex body of cricket in England and Wales, the England and Wales Cricket Board (ECB) has announced a multi-year partnership with a British beverage company, Cawston Press.
As part of the deal, the soft drink brand has become England Cricket’s official soft drinks partner and official drinks break partner.
Cawston Press will supply all of the drink bottles and carriers for England’s men’s and women’s internationals around the country. During the Cawston Press drinks breaks, spectators in stadiums will also see branded perimeter LEDs, programme advertising, and big screen material starring England players.
As part of the collaboration, redesigned co-branded packaging with the “We are England Cricket” logo will be distributed in supermarkets, homes, cafés, restaurants, and pubs throughout England and Wales. The new designs will feature throughout the entire Cawston Press range, including Pressed Juices, Sparkling Soft beverages, and Kids Fruit Water beverages.
To commemorate the relationship, Cawston Press will run an on-pack competition on their Sparkling Multipacks from June to October, giving customers the chance to win a £10,000 reward as well as a variety of England Cricket products.
Ben Bradley, Head of Commercial Partnerships, ECB, said, “We are delighted to team up with Cawston Press as our Official Soft Drinks Partner, ahead of an exciting summer of cricket for both England Men and Women. Cawston Press is one of the UK’s most exciting growth brands in the sector with a clear focus on quality, natural ingredients and great taste. We look forward to bringing them to cricket fans across the country and being a part of their journey.”
Laura Graham, Head of Marketing of Cawston Press, said, “Cawston Press drinks are inspired by quintessentially English flavours like Rhubarb, Elderflower and Beetroot so partnering with the ECB is a natural and hugely exciting step for the brand. Cricket isn’t a game to be rushed, just like how we approach making our drinks, with time, care and only a few simple ingredients. We can’t wait to see the partnership come to life, with activity rolling out from May.”
The sponsorship comes after Cawston Press announced earlier this year that it will become the National Village Cup’s main sponsor in order to engage and promote grassroots cricket.
