England Cricket calls time for tea

The England and Wales Cricket Board today announced that Yorkshire Tea has signed a commercial agreement to become the “Official Brew of England Cricket”.

The deal, which runs until October 2015, will form an integral part of Yorkshire Tea’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” at all Investec Test Matches.

Yorkshire Tea marketing director, Simon Eyles, said: “I am thrilled to announce this three-year partnership between Yorkshire Tea and England Cricket. 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 upon, and we’re really looking forward to being part of such an exciting summer of cricket.”

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 TV advertising which will undoubtedly stimulate even more interest in the sport ahead of a packed domestic and international season.”

Former England captain Michael Vaughan poses at today's announcement of a partnership between Yorkshire Tea and England Cricket