Australian wine brand sponsors England cricket

21 March, 2014

Accolade has signed a three-year deal for the UK’s bestselling wine brand Hardys to become the wine partner of the England cricket team.

The team is enduring a rough spell and recently suffered the humiliation of a whitewash in Australia, losing the Ashes 5-0 to their greatest rivals.

But Accolade has decided to cheer the England Cricket Board up by sponsoring the team with the market leading Australian wine brand.

ECB chief executive David Collier said he is “thrilled” by the partnership and is pleased to “offer the nation’s cricket fans quality wine to enjoy during matches”.

Accolade will make the most of the sponsorship by giving away match tickets on Hardys bottles, along with advertising at the stadiums and “an integrated digital and PR campaign”.

Paul Schaafsma, general manager for Accolade Wines, said: “Not only does the sport celebrate a rich heritage similar to the brand’s, but it is also one of the country’s most popular sports and provides us with a fantastic opportunity for exposure, sampling and sales.

“We are fully committed to maximising this partnership and look forward to sharing exciting marketing plans in due course.”

Bill Hardy, fifth generation member of the Australian winemaking dynasty, added: “It is a sport close to my heart and has been enjoyed by the many generations of the Hardy family.”

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