Former England captain Michael Vaughan poses at yesterday's announcement of a partnership between Yorkshire Tea and England Cricket

Yorkshire Tea has become the “Official Brew of England Cricket”, it was announced yesterday.

However, Lancashire fans, one would imagine, were left stewing at the news. A club spokesman told the Telegraph, “Of course we will be selling Yorkshire Tea, but we would expect sales of coffee to go through the roof as a consequence.”

The deal, which runs until October 2015, will form an integral part of Yorkshire Tea’s marketing activity, including TV advertising, social media and on-pack promotion. A full programme of events and promotions will take place during the “Yorkshire Tea Breaks” at all Investec Test Matches.

Yorkshire Tea marketing director, Simon Eyles, said, “I am thrilled to announce this three-year partnership between Yorkshire Tea and England Cricket. The cricket tea break is synonymous with a proper brew, so throughout the summer we are going to make every tea break fun and engaging for the many fans of the game. This is the first national sponsorship Yorkshire Tea has embarked upon, and we’re really looking forward to being part of such an exciting summer of cricket.”

England and Wales Cricket Board commercial director, John Perera, said, “Cricket and tea go hand in hand, and Yorkshire Tea is a brand that fits the ECB’s values perfectly. It’s pleasing for us as a governing body to see a partner feature the game in TV advertising which will undoubtedly stimulate even more interest in the sport ahead of a packed domestic and international season.”

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  1. Suzanne Fletcher

    A great deal – but I do hope the actual tea is the Fairtrade one Yorkshire Tea supplies http://www.yorkshiretea.co.uk/blog/2012/06/ and after reading about it, how the Fairtrade premium paid for a decent road to the remote tea farmers producing the top quality tea, even more so – after all Fairtrade should be the hall mark of Fair Play our Yorkshire players will be performing, and of course winning !

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