England Cricket names Laithwaites as Official Wine Partner

The England and Wales Cricket Board has announced a multi-year partnership with family-run merchant Laithwaites Wine.

The announcement of the partnership comes in the run-up to a cricket-packed summer, from the Ashes taking place in June and July, to limited over matches against New Zealand and Ireland for the men’s team, and Sri Lanka for the women’s.

Laithwaites is hoping to bowl fans over with exclusive benefits and in-ground brand activations. As part of the partnership, Laithwaites will also be launching a new marketing campaign, titled ‘Vintage Moments’, that celebrates memorable junctures in the sport.

The merchant will be retailing a range of its wines at a number of international matches too.

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.”

Laithwaites marketing director Matt Knight added: “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.”

But the poms will have wine competition this summer: Australian cricket legend Allan Border, who captained the Baggy Greens to victory in the 1987 Cricket World Cup, recently launched a Shiraz with Sanguine Estate.