Yorkshire Tea has agreed a three-sponsorship deal with the England and Wales Cricket Board (ECB).
Former England and Yorkshire cricket captain Michael Vaughan will today officially unveil the deal with the brand – which is produced by Bettys & Taylors of Harrogate – at Lord’s.
It is Yorkshire Tea’s first national sponsorship deal and will run until October 2015.
As part of the deal events and promotions will take place during the tea breaks in all Tests, including next summer’s high-profile Ashes series.
It represented a “significant step change” for the brand, said marketing director Simon Eyles. He added: “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.”
The new deal will encompass TV advertising, social media and packaging.
John Perera, ECB commercial director, said: “This deal with Yorkshire Tea is a welcome addition to our ever-expanding commercial partner family. Cricket and tea go hand in hand, and Yorkshire Tea is a brand that fits the ECB’s values perfectly.”
