Harrogate’s Yorkshire Tea is to sponsor England’s national cricket team in a high profile deal announced today.
Bettys and Taylors of Harrogate are set to launch the three-year deal later today at Lords, with former England captain and Yorkshire batsman Michael Vaughan.
Yesterday, the company’s Twitter hinted at the news, posting: “Little Urn is on his way to London for a secret tea mission - if you spot him, give him a wave!”
The deal will see events and promotions taking place during the tea breaks in all Test matches, including the forthcoming Ashes series.
The company’s Marketing director Simon Eyles said: “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.”
Yorkshire Tea has been heavily involved in cricket at a grass-roots level for several years and the game has played a large part in the brand’s history, featuring prominently on its packaging.
The new sponsorship deal will involve marketing through TV advertising, social media websites including Twitter and Facebook and promotion on packaging.
The ECB’s commercial director, John Perera, said: “Cricket and tea go hand-in-hand, and Yorkshire Tea is a brand that fits the ECB’s values perfectly.”