Warwickshire County Cricket Club is raising a cup of Yorkshire Tea after confirming a three-year ‘Official Brew’ partnership.
The new commercial package with Yorkshire Tea, which has been the Official Brew of England Cricket since 2013, will see it served on match days at all Members’ and public bars, in match-day hospitality, and at Edgbaston’s conference and events.
As part of the activation, Yorkshire Tea will receive advertising boards in the Edgbaston bowl as well as branding on the stadium’s big screen and within the concourse.
Gareth Roberts, Commercial Director at Warwickshire CCC, said: “We have previously worked with Yorkshire Tea at our international matches at Edgbaston and welcomed its Yorkshire Tea brass band to the Investec Ashes Test Match last summer, who entertained the capacity crowd during the tea breaks.
“Edgbaston will host an Investec Test Match each summer and at least 35 major match days overall until 2019, so it’s a fantastic time to sign this new partnership and ensure that our tea breaks are amongst the best in sport.”
This summer Edgbaston hosts England in the Royal London One Day International (ODI) against Sri Lanka on Friday 24 June and the Investec Test Match against Pakistan from Wednesday 3 to Sunday 7 August. It also hosts the Finals of the NatWest T20 Blast and 43 days of domestic cricket for Warwickshire and Birmingham Bears.
Kevin Sinfield, Head of Brand Marketing at Taylors of Harrogate, said: “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. We’re delighted to be working with Warwickshire County Cricket Club and look forward to the next three years.”