ECB and Greene King IPA Toast New Five-Year Sponsorship Deal

The England and Wales Cricket Board (ECB) has signed a new five-year sponsorship deal with Greene King IPA.

The deal will see the Suffolk-based brewer become the Official Beer of England cricket.

The partnership includes commercial rights including access to England players for promotional appearances, pharm in-ground advertising and opportunities to display the ECB brand on retail product.

ECB Commercial Director Sanjay Patel said: “We are very pleased to welcome Greene King to our wider family of business partners and conclude an agreement which will offer significant benefits to cricket.

“Greene King IPA is an iconic beer brand with a rich heritage and we look forward to working closely with their marketing team to fully maximise the impact of the sponsorship over the next five years.”

Chris Houlton, managing director of Greene King brewing and brands, said: “We expect the increased exposure this deal will bring for our flagship ale, and our full beer portfolio, to deliver benefits which will be felt across the business.

“We are delighted to partner with the ECB in time for the start of the summer season and we will be with the England cricket team every step of the way over the next five years.”

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