The deal will be supported by a nationwide campaign that will run throughout the summer. The ECB logo will also be included on all Foster’s packaging and there will be bespoke activations in pubs and at selected cricket grounds throughout June, July and August. The deal includes all international T20 matches, one day internationals and international test matches.
Ifeoma Dozie, beer director at Heineken, says Foster’s and cricket “have shared values of enjoying something with your mates” and that the time was right for the beer marque to return to sport sponsorship due to the soaring popularity of international cricket matches.
Source: Marketing Week
Industry News