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Foster's becomes official lager of English & Welsh Cricket Board

By Michelle Perrett

- Last updated on GMT

Foster's becomes official lager of English & Welsh Cricket Board

Related tags: Cricket world cup, United kingdom

Foster’s has become the Official Lager of England Cricket having signed a two-year deal with the England and Wales Cricket Board (ECB).

This is the first sports sponsorship for the brand in a decade.

The deal follows Greene King, that signed up as Official Beer of England Cricket, in January and Weston's as Official Cider and Hardy's as Official Wine.

The two-year Foster’s deal covers all international T20 matches, One Day Internationals and International Test Matches.

These include 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 launched in trade from 11 July to the end of August.

The deal will be supported by a nationwide campaign and activity at selected cricket grounds throughout June, July and August.

“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.” said David Forde, managing director of Foster’s owners, Heineken.

“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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