Australian wine brand, Hardys, has announced a three-year partnership with England cricket. The sponsorship deal will be a continuation of the Hardys brand’s involvement and association with cricket, and will be supported by a fully integrated campaign including ATL advertising, digital, PR, in-ground experiential, social media and in-store activation.

A partnership between the England and Wales Cricket Board (ECB) and Hardys is a fitting choice since they share a brand identity anchored in tradition. Hardys aims to increase its brand exposure and to target UK cricket fans, particularly as consumers of their premium wines.

Paul Schaafsma, general manager for Hardys parent company Accolade Wines, says of the partnership, “We are delighted that Hardys has become the Official Wine of England Cricket. Not only does the sport celebrate a rich heritage similar to the brand’s, it is also one of the country’s most popular sports and provides us with a fantastic opportunity for exposure, sampling and sales. We are fully committed to maximising this partnership and look forward to sharing exciting marketing plans in due course.”

The launch was held at the iconic Lords Cricket Ground and guests included Bill Hardy; great, great grandson of Hardys founder, Thomas Hardy, and ex-cricketer and sports personality Ian Botham. Bill Hardy comments, “We are very excited to partner with England Cricket. It is a sport close to my heart and has been enjoyed by the many generations of the Hardy family.”

In August 2013 Hardys underwent a brand refresh which included creating new-look packaging across the portfolio to provide more cohesive and recognisable labelling for their products. Hardys are currently the UK’s number one selling wine brand.