Howzat for a partnership? Foster’s becomes the official beer of English cricket

Heineken UK has announced that Foster’s is to become the Official Lager of England Cricket, following a two-year sponsorship deal with the England and Wales Cricket Board.

The deal covers all international T20 matches, One Day Internationals and International Test Matches, including this summer’s home international series against Sri Lanka and Pakistan and next season’s tours by West Indies and South Africa.

The ECB logo will be included on all Foster’s packaging later in the year, and the beer will be activated in trade from 11th July to the end of August.

David Forde, managing director of Heineken, said: “We’re thrilled to team up with England Cricket. It’s been a decade since we last sponsored the sport in the UK and what a time to start again.

“England are playing superbly and the popularity of all forms of international cricket is soaring. Cricket has one of the widest fan bases of any sport and Foster’s is one of the best-selling lagers in the country – it’s a winning combination for our customers, consumers and us.”

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