Tetley’s has announced its new partnership with Yorkshire County Cricket Club (YCCC) in a deal that sees Tetley’s become the club’s official beer.
Tetley’s is eagerly anticipating the start of the cricket season and, with exclusive pouring rights at the club throughout the partnership, hopes to build on its relationship with the county’s cricket fans.
A significant development for Tetley’s, the deal underlines its commitment to Leeds and the surrounding areas, and its continuing support of the local community and Yorkshire talent.
The partnership, running until 2023, will also see Tetley’s advertised in various areas of the Emerald Headingley stadium, with larger activations at the England v Pakistan ODI in May, Yorkshire v Lancashire T20 game in July and the third Ashes Test between England and Australia in August.
Simon Pixsley, Head of Commercial Sales and Partnerships, said: “We’re absolutely delighted to be working with Tetley’s, a brand synonymous with the region and the city of Leeds.
“Emerald Headingley falls within the traditional heartland of the famous brewer and it will be great to be involved as the Leeds brewery continues creating a new range based on old recipes.
“Tetley’s, much like ourselves, strive to evolve but with tradition at the very heart of all they do. Hopefully both organisations are set for exciting periods and that we can share our respective success stories over the coming years.”
Mark Pattinson, Director of Independent on Trade at Carlsberg UK, says: “Headingley Stadium and the Tetley’s brand have shared a successful partnership for over 25 Years. I’m therefore absolutely delighted to strengthen this partnership even further by Tetley’s becoming the official beer of Yorkshire Cricket.”
2019 also saw the re-opening of the Tetley’s South Stand at the Emerald Headingley Stadium, as part of the larger stadium redevelopment, a joint project between YCCC and the Tetley’s sponsored Leeds Rhinos.
Last year saw Tetley’s launch the No.3 Pale Ale brewed at Leeds Brewery. The recipe for this was inspired by the original recipe for Pale Ale which was initially brewed over 150 years ago and from Tetley’s extensive beer archive spanning over 200 years. Tetley’s then went on to release its first range of bottled ales in four years, also brewed exclusively at Leeds Brewery.