Lancashire Cricket has announced a new association with the alcoholic beverage wholesaler in England, Bartons Group.
Per the pact, the cricket club has named Bartons Group the new official wine, spirit and soft drinks partner of the club and Emirates Old Trafford.
The three-year arrangement includes the supply of wine, spirits, and soft drink products by the Bartons Group throughout Emirates Old Trafford’s concourse bars, hospitality, conference, and events areas. In addition, the agreement also covers the on-site Hilton Garden Inn hotel from the upcoming season.
Bartons Group and its associate brands, Diageo, Britvic, and Cellar Vino, will conduct match-day activations at Emirates Old Trafford, which consists of brand sampling and tastings in the Fan Village experience and hospitality areas.
Lancashire Cricket will also team up with Barton and Official Culinary Partner Sodexo Live! to elevate the services by focusing on wine pairings and dining experiences throughout the hotel and conference and events campus.
Liz Cooper, Partnerships Director from Lancashire Cricket, said, “We are thrilled to announce this new three-year partnership with the Bartons Group as we continue to enhance the match day and customer offerings available to guests at Emirates Old Trafford.
“Bartons are a local business with a proven track record of delivering a wide range of experiences, suitable for those attending both sporting events and conferences and events in the area.
“We are looking forward to a long-term working relationship together which will include a number of exciting activations in the Fan Village at Emirates Old Trafford.”
Graeme Nicholson, Director from Bartons Group also commented, “As a local business, we’re really pleased to have cemented our links with Lancashire Cricket at Emirates Old Trafford.
“We look forward to developing the partnership over the next three years, working together with drinks brands to deliver the world class experience which consumers enjoy when visiting the stadium.”
Bartons was established in 1917 and has been distributing beers, spirits, wines and soft drinks. The entity is 108 years old and is currently operated by the Barton family’s fourth generation.