Greene King IPA becomes Official Beer of England Cricket

The five year sponsorship deal will give the Suffolk-based brewer commercial rights, such as access to England players for promotional appearances, in-ground advertising and opportunities to display the ECB brand on retail products.

It encompasses events such as this summer’s international series against Sri Lanka and Pakistan, along with the next home Ashes series in 2019.

Chris Houlton, managing director of Greene King brewing and brands, said: “With our respective long and established heritage and shared commitment to being the best in class, Greene King is a natural partner for England cricket.

“As we look to introduce our iconic IPA to a broader range of drinkers, 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.”

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 that 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.”

The brewer has also agreed a contract with Surrey County Cricket Club (SCCC) to become the main beer supplier for all domestic and international matches at the Kia Oval in a three-year deal that includes investment in new bar facilities throughout the stadium.

Charlie Hodgson, Surrey County Cricket Club commercial director, said: “Much like ourselves, Greene King is a modern organisation built on a wonderful heritage. We look forward to growing a successful partnership over the next three years.”