Against the background of the iconic Kia Oval skyline,
Like the game of cricket, Cawston Press stands for quality, craftsmanship and bringing people together. The partnership aims to inspire participation at every level of the game, from a Village Green to the World’s biggest cricket grounds, celebrating the simple pleasure of time well spent.
The agreement will see Cawston Press activate a fully integrated campaign spanning social media, shopper marketing, PR, and broadcast. The partnership is designed to drive brand visibility during the peak soft drink summer season while tapping into cricket’s broad and family-oriented audience.
As part of the partnership, refreshed co-branded packaging featuring the “We are England Cricket” logo will roll out across all retail & hospitality channels taking the partnership into supermarkets, homes, cafes, restaurants and pubs across the country. The updated designs will appear across the full Cawston Press portfolio, including Pressed Juices, Sparkling Soft Drinks and kids Fruit Water drinks.
As the Official Drinks Break Partner of the ECB and England Cricket, Cawston Press will be providing the drinks bottles and carriers for all the Drinks Breaks in England Men’s and Women’s internationals across the country. In stadia, Cawston Press will also amplify their partnership with branded perimeter LEDs, programme advertising and big screen content featuring England players during the Cawston Press Drinks Breaks. To celebrate the partnership and further engage consumers in grocery retail, Cawston Press will host an on-pack promotion on their Sparkling Multipacks (4x250ml) between June and October, offering customers to win a prize of £10,000 alongside a range of England Cricket merchandise.
Laura Graham, head of marketing of Cawston Press, says: “Cawston Press drinks are inspired by quintessentially English flavours like Rhubarb, Elderflower and Beetroot so partnering with the ECB is a natural and hugely exciting step for the brand. Cricket isn’t a game to be rushed, just like how we approach making our drinks, with time, care and only a few simple ingredients. We can’t wait to see the partnership come to life, with activity rolling out from May.”
The sponsorship follows the earlier announcement this year that Cawston Press had become the headline sponsor of the National Village Cup to also engage and support grassroots cricket.
Ben Bradley, head of commercial partnerships, ECB said: “We are delighted to team up with Cawston Press as our Official Soft Drinks Partner, ahead of an exciting summer of cricket for both England Men and Women. Cawston Press is one of the UK’s most exciting growth brands in the sector with a clear focus on quality, natural ingredients and great taste. We look forward to bringing them to cricket fans across the country and being a part of their journey.”
Leading global sports, music and entertainment company, THE·TEAM, brokered the partnership via its Rights Sales group.
