The apex body of cricket in England and Wales, the England and Wales Cricket Board (ECB) has announced a multi-year deal with the British wine company, Laithwaites.
Following the deal, Laithwaites has been named the official wine partner of ECB.
Exciting news! Laithwaites is now the Official Wine Partner of @EnglandCricket 🏏 🍷— Laithwaites (@laithwaites) May 30, 2023
With a landmark summer for English Cricket ahead, including the much-anticipated Men's and Women's Ashes Series and the ODI World Cup, it’s a perfect time to bring wine and cricket together. pic.twitter.com/YlbVjAw0LE
The collaboration officially begins before a thrilling summer that includes the men’s and women’s Ashes Series as well as limited-overs games against Sri Lanka for the women and New Zealand and Ireland for the men, including the upcoming ICC Men’s ODI World Cup 2023.
Through this alliance, the UK-based wine entity aims to synergize wine and cricket in “Vintage Moments” which celebrates the jubilant moments in English and Welsh cricket.
The esteemed pact will have a variety of marketing assets, in-ground activation, and will have interactive and integrated digital campaigns. The wine brand will also play a huge role by providing wines and many other benefits to the English fans at the stadiums during England’s international games which will amplify the viewing experience of the fans during the game.
Russell James, ECB Sales & Marketing Director, said, “We are delighted to welcome Laithwaites Wine as our official wine partner. Laithwaites has a reputation for delivering exceptional quality wines and we are excited to see the partnership help enhance the overall experience for our fans and supporters.”
Matt Knight, Marketing Director, Laithwaites Wine, commented, “We are thrilled to partner with England Cricket, especially in such a landmark summer. This relationship comes at such an exciting time for English cricket, and gives us the perfect opportunity to reach out to wine lovers across the country, and to introduce them to great wines from around the world.”
Laithwaites Wine is a UK-based private wine company, which was founded in 1969, and it is currently headquartered in Theale, West Berkshire, United Kingdom. The company serves a variety of wines and alcoholic beverages, and people can also buy these wines online.