The Hundred lands sponsorship deal with Robinsons

The Hundred will be featured on-pack across the Robinsons' ready drink no added sugar range for three years.

The 100-ball franchise cricket tournament, The Hundred has announced a new partnership with the UK’s number one squash brand, Robinsons as the official soft drinks partner.

The Hundred will be featured on-pack across the Robinsons’ ready drink no added sugar range for three years, with consumers winning tickets in a weekly prize draw. Robinsons drinks are also free of artificial colours and flavours.

The Hundred debuted last summer to sold-out crowds across England and Wales, enthralling both new and old cricket fans with its innovative blend of high-energy sporting action and entertainment.

Robinsons will have their name to the strategic timeout, which gives the fielding side 150 seconds to reorganize and rehydrate during the most crucial periods of the game.

The Hundred’s first year was loved across the nation. Over 16 million people tuned in to watch games on Sky Sports and BBC, and 34.3 million video views were recorded online, with the first match trending nationally on Twitter.

More than 500,000 tickets were sold and distributed across eight stadiums. For the women’s matches, 267,000 people were present, the most ever for a women’s cricket event worldwide.

The Hundred’s new alliance with Robinsons will enhance the tournament’s sponsorship portfolio. The upcoming season will see an increase in foreign talent along with community outreach.

Rob Calder, Commercial Director of The Hundred, said, “Partnering with Robinsons gives The Hundred a fantastic opportunity to get more people into cricket, through the chance to win tickets this summer.

“We are delighted to partner with such an established, British brand like Robinsons and look forward to working with them throughout an important second year for cricket’s newest competition.”

Bruce Dallas, Britvic’s Great Britain Marketing Director, said, “The Hundred has quickly established itself as one of the most exciting events in the UK’s sporting calendar and we are thrilled to be part of the action in the coming seasons. Part of The Hundred’s mission is to make the game of cricket more accessible and more inclusive to families up and down the country and, as a family-favourite brand, Robinsons fully supports these efforts to promote broader engagement with the sport.

“At Britvic we are committed to helping people make healthier choices and live healthier lives through our brands by keeping well hydrated and Robinsons’ involvement with this competition provides a great platform to further this agenda.”

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