Thwaites aims to bowl 'em over with cricket hero deal

A bit like the Aussies, you are going to see a lot more of Andrew Flintoff this summer.

For the England cricket hero has signed up to front the new Thwaites Lancaster Bomber promotional campaign.

Flintoff ­ Freddie to his friends ­ is part of a six-figure investment that Thwaites is putting behind the brand this year as it sets to build on last year's 32% growth in Lancaster Bomber.

"Getting Andrew Flintoff to sign and endorse Lancaster Bomber is just fantastic news," said Brian Jenkins, Thwaites' sales and marketing director.

"His national profile and universal appeal is obviously of great appeal to us."

Flintoff, whose outstanding all-round performances have made him a global star, said: "As a proud Lancastrian, I am delighted to link up with Thwaites, one of the county's best-known names and a brewery that continues to enjoy a great association with Old Trafford and Lancashire County Cricket Club. Add to that the fact that Bomber is a superb beer and it sounds like the perfect partnership to me."

Though the ink has barely dried on the ground-breaking contract, plans are already afoot on an advertising campaign and pub promotions that will be seen in the bars across the country.

"We intend to capitalise on Freddie's high profile throughout the summer, with some innovative promotions for Lancaster Bomber and some once-in-a -lifetime prizes for our customers" added Jenkins.

The sponsorship deal allows Thwaites to develop the brand plans with Flintoff beyond 2006 with the hope that he and his England team prove as successful on the pitch as Thwaites Lancaster Bomber is off it.