Bowled over

We’ve secured an exclusive five-year deal with Leicestershire County Cricket Club, including sponsorship of the Marston’s Brewery Pavilion.

It’s a great win for Marston’s! We beat off stiff competition to keep – and even extend – our partnership with the club, where we’ve been a supplier for a few years now.

The new deal is a five-year sole supply agreement. This includes first-time sponsorship of the Marston’s Brewery Pavilion at the Fischer County Ground in Leicester, as well as suppling all of the club’s drinks.

On top of this, we get to showcase our branding in other prominent areas at the ground, which is home to the Leicestershire Foxes and holds up to 12,000 people. We’ll have our logo displayed on corporate seats at T20 games, the new scoreboard, perimeter boards around the pitch, first team shirts for Royal London Cup matches and on the club’s website. Plus, we get the chance to have player appearances at some of our own events too.

Jacqui Weatherhog, Business Development Manager – Beer Company, said: “The deal means we’ll have a much stronger presence at the club for the next five years. It’s a great time to be on-board with the club hosting several high-profile matches this season, including the West Indies in September, and increasing its capacity to 13,000 later in the year.

“Pedigree is now the official team beer, so we’ll be able to showcase the new branding more widely. We’ve rebranded EPA as the Crafty Fox, in honour of the club’s team, and Kingstone Press is available at the bars too.”

It’s a win-win for both parties. The club’s looking for our support to help promote its upcoming fixtures, including T20 games, international matches and the Women’s World Cup. We’ve designed POS kits that’ll be landing at pubs in the area soon, giving locals the chance to win match tickets. And we’re looking at opportunities to host beer festivals and get involved with a big concert at the ground too, mirroring the success from last year when Elton John played at the ground.

“We’re looking to continue growth at the club,” said Jacqui. “Not only for members, but for drinks sales too.”

“We have a similar sponsorship in place with the Birmingham Bears at Edgbaston. We can use these successful partnerships as testimonials to gain more business in the surrounding areas and at other sports grounds.”

Huge congratulations to everyone involved in securing the deal – especially to Jacqui and Regional Manager Matthew Tilsley for all of their hard work. And good luck to the Leicestershire Foxes for the coming season!


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