Anyone for cricket?

Vital is behind the campaign of one of Marston’s most exciting sports sponsorships to date.

It has just been announced that Marston’s, which is famous for handpulled ales such as Pedigree and Old Empire IPA, has been appointed the official beer of the England and Wales Cricket Board. This means a raft of amazing opportunities for the brand, including backing the boys at all the key home internationals and touring with them during their Ashes tour in Australia this November.

The union of one of the country’s best-loved beers and most popular summer sport is a match made in heaven, and it was up to Vital to help bring this relationship to life. A long list of activity inlcudes cricket-themed merchandise, an Ashes competition in the Word, and high profile press launch at The Brit Oval. Oh, and not to mention bagging Matthew ‘Hoggy’ Hoggard as brand ambassador.

Hoggy even took part in an impromptu ‘megamatch’ with captain Andrew Stauss, Jeremy and WDB Brands’ Justin Way and a gigantic inflatable cricket ball, which made it on to Sky Sports News.

As well as making headline news, one of Marston’s key priorities was to turn the spotlight on the milestone internally – and involve its staff in the great news as much as possible.

The sales squad were treated to an unexpected briefing at the Brit Oval, where they were treated to a Q&A and photo session with Hoggy and Strauss, a bowling session on the grounds where the Ashes were won, a chance to win Test match tickets and a slap up lunch overlooking England’s training session.

As it was impossible for Marston’s to take all their employees to the Oval, Vital also helped bring the action to them by turning the brewery into a cricket pavilion for the day.