Kingfisher

The England and Wales Cricket Board announced in December 2011 that the National Club Championship was being renamed the Kingfisher Beer Cup after the Indian company signed a three-year sponsorship deal.

The competition continues to be the pinnacle of club cricket in England and Wales where the best club sides compete for a financial prize and the title of Kingfisher Beer Cup national club champions.

The knock-out cup, which is open to ECB Premier League and lower league clubs, was won by Shrewsbury Cricket Club in 2011 at the County Ground, Derbyshire.

A total of 256 teams entered the 2012 event, seeking a place in the September final.

Kingfisher has long been associated with cricket internationally, most recently sponsoring India’s 2011 tour of England. With an established international presence in cricket, Kingfisher were keen to extend their links by investing in the recreational game.

Marketing manager for Kingfisher Beer Europe Laura Mitchell said: “As India’s number one beer, cricket has long been a core passion for Kingfisher in its home market.

“We are therefore excited to build the brand’s association with ECB recreational cricket and plan to drive investment into the sport through a number of fundraising initiatives for clubs through the Kingfisher Beer Cup."

ECB commercial director John Perera added: “We are delighted to welcome Kingfisher Beer as sponsor of the National Club Championship which will now be known as the Kingfisher Beer Cup.

“It will be an excellent boost for the competition to have a sponsor that is committed to supporting cricket clubs at a recreational level and the valuable pairing of Kingfisher Beer and club cricket will benefit both sponsor and clubs across England and Wales.”