Taylors of Harrogate have announced a three year contract extension for Yorkshire Tea as the official cuppa' for England Cricket.
The contract with the England and Wales Cricket Board (ECB) started in 2013 but has been extended until 2019.
The agreement will see the town remain on the map as home to the tea which represents the sport's national team.
Kevin Sinfield, Head of Brand Marketing at Taylors of Harrogate, said: “Coming from a county with such a strong cricketing heritage, we’ve always felt a close connection to the game, right down to the illustration of a village game on our box.
“As the ‘Official Brew of England Cricket’, we’re here to ensure that cricket fans enjoy the tea break almost as much as the game. While we’ve had a good innings so far, with 2015 in particular marking a year of cricketing tea break firsts, we’re just getting started! Over the next few months and years, fans of the game can expect to see more exciting tea break action as we further develop our partnership.”
As a key sponsor of the England team the company will benefit from a range of commercial rights including access to England players, in ground advertising and on-pack promotions.
The new deal will also embrace wider marketing activity including TV advertising, a social media campaign and on-pitch appearances by the ‘Yorkshire Tea Band’ during the tea-breaks at all Investec Test Matches.
England are due to host international tours by Sri Lanka and Pakistan this summer with South Africa and West Indies set to visit England next summer and India scheduled to tour in 2018.
All of which will get Yorkshire Tea and Harrogate noticed on a global scale.
ECB Commercial Director Sanjay Patel said: “Cricket and tea are a natural fit for a successful marketing campaign and we are delighted that we have helped Yorkshire Tea achieve wider exposure via this sponsorship – and become one of the UK’s best known brands.
“We look forward to developing our relationship still further over the next three years and warmly welcome Yorkshire Tea’s desire to play their part in enhancing fans’ match-day experience at all our international venues.”