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Yorkshire Tea becomes official brew of England cricket
Yorkshire Tea is to become the "Official Brew of England Cricket" under a commercial agreement signed today (Monday, February 4).
The deal runs until October 2015 and will form an integral part of Yorkshire Tea’s marketing activity, including TV advertising, social media and on-pack promotion.
A full programme of events and promotions will take place during the “Yorkshire Tea Breaks” at all Investec Test Matches.
Simon Eyles, marketing director of Harrogate-based Yorkshire Tea: "This is the first national sponsorship Yorkshire Tea has embarked upon, and we’re really looking forward to being part of such an exciting summer of cricket.”
John Perera, The England and Wales Cricket Board's commercial director, said: "Cricket and tea go hand in hand, and Yorkshire Tea is a brand that fits the ECB’s values perfectly.
"It’s pleasing for us as a governing body to see a partner feature the game in TV advertising which will undoubtedly stimulate even more interest in the sport ahead of a packed domestic and international season.”