Greenall’s Gin hopes for Lancashire Ashes gloryBy Amy Hopkins
A new sporting partnership has been formed between Greenall’s Original London Dry Gin and Lancashire County Cricket Club in the run-up to the Ashes.
The brand is set to become the official gin of the club until July 2014, with exclusive pouring rights throughout the Emirates Old Trafford grounds.
A Greenall’s Gin Bar will be situated in the Ashes Village where staff will serve both corporate hospitality and sporting events throughout the sponsorship.
Major upcoming events include the One Day International between England and Australia in September and the Third Ashes Test from 1-5 August, which is expected to attract over 100,000 cricket fans on each day.
Geoff Durbin, commercial director at Lancashire County Cricket Club, said: “There is a great synergy between Lancashire County Cricket Club and Greenall’s with over 300 years of north west heritage between us.
“We are proud to have Greenall’s Gin as our official partner and we are sure that our many customers will enjoy the quality of Greenall’s Gin during their visits to Emirates Old Trafford.”
As the official sponsor for the club, Greenhall’s will have stadium branding and online promotion through public relations and the local press.
Sinead O’Frighil, global brands development manager at Greenall’s Gin, said: “Greenall’s Gin is proud to be the only supplier of gin at such a prestigious and highly coveted sporting event that combines two of the great British traditions – the G&T and cricket.
“We are especially delighted to be working with another great brand from north west England.”
The partnership is the first sporting alliance for Greenall’s Gin.