Marston's announce extension
Marston’s have announced an extension to their three-year contract as the Official beer of the England and Wales Cricket Board (ECB) until the end of 2011, with an option to extend until after the end of the next Ashes Series in 2013.
On October 1 Marston’s Pedigree will enter its fourth year as the Official beer of the England team as part of a significant investment in the sport.
In the last three years Marston’s has heavily invested in English cricket from grassroots local club sponsorships to nine first class county grounds - including Lord’s the Home of Cricket, The Brit Oval and Edgbaston, the UK Test match grounds, the PCA and has taken on The Lord’s Taverners as its official cricket charity.
Marston’s marketing director, Peter Jackson, said: “We have built a strong partnership with the ECB whilst growing our relationships with the county grounds and local cricket sides. Cricket and cask beer is the perfect match and plays perfectly on the English eccentricity of these two Great British institutions.
“We are really looking forward to the npower Ashes Series and have a host of activity planned in pubs and the off trade to support the team as they play to win the Ashes on British soil.
“Marston’s Pedigree has benefited from the association with cricket over the past three years and will continue to do so with it’s ‘Pedigree - England has it’ campaign”
The deal will include advertising and branding at international matches, the use of England players and imagery, hospitality packages and a host of partnership opportunities including support in communicating responsible drinking in ground through Marston’s “Drink within your Boundaries” campaign in conjunction with the ECB’s One Game strategy.
John Perera, ECB’s commercial director, said: “Marston’s is a key partner and we are delighted to announce the extension of the sponsorship. In the last three years Marston’s has been a shining example of how a commercial partnership can work to exploit a sporting association.
“From in-pub activity with cricket stump hand pulls and ticket competitions to limited edition beers and creative advertising executions, as a partner they have really delivered a depth and variety of innovative communications to benefit both the sport and the partnership. We look forward to working together in the future.”