England and Wales Cricket Board (ECB) strikes Laithwaites partnership

The England and Wales Cricket Board (ECB), the governing body of cricket in England and Wales, has announced a multi-year agreement with the British winemaker Laithwaites.

Laithwaites has been designated as the ECB’s official wine partner as a result of the agreement. The partnership will formally start ahead of an exciting summer that includes the men’s and women’s Ashes, limited-over matches against Sri Lanka for the England women’s national team, New Zealand and Ireland for the England men’s national team, as well as the ICC Men’s ODI World Cup 2023.

Via “Vintage Moments”, aimed at honouring the glorious moments in English and Welsh cricket, the UK-based wine business hopes to combine wine and cricket.

The partnership will also include a range of marketing tools, on-ground activations, and interactive, integrated digital campaigns. The wine company will also play a significant part by offering English fans at the stadiums wine and many other perks during England’s international matches, which will enhance the fans’ viewing experience throughout the game.

Russell James, ECB Sales & Marketing Director, said:

“We are delighted to welcome Laithwaites Wine as our official wine partner. Laithwaites has a reputation for delivering exceptional quality wines and we are excited to see the partnership help enhance the overall experience for our fans and supporters.”

Matt Knight, Marketing Director, Laithwaites Wine, commented:

“We are thrilled to partner with England Cricket, especially in such a landmark summer. This relationship comes at such an exciting time for English cricket, and gives us the perfect opportunity to reach out to wine lovers across the country, and to introduce them to great wines from around the world.”