Yorkshire Tea will celebrate its continued sponsorship of England’s national cricket team by offering crowds at this summer’s test match programme the chance to face a ball from England fast bowler Jimmy Anderson.
Spectators will be invited to leave their seats and don a virtual reality Oculus Rift headset, which uses specially created high-definition footage to replicate the experience of defending an 80mph ball from Anderson, who is England’s all-time highest international wicket taker. Yorkshire Tea will be present at each of England’s seven international test matches this summer, serving up an anticipated 100,000 free brews to fans.
The promotion marks the brand’s third year as the official tea of the England side and is part of a wider £3m campaign to build on its commitment to the sport, both as a main sponsor of the national team and a continuing supporter of grassroots cricket.
Yorkshire Tea will also relaunch its search through online and offline media to find the country’s best cricket tea. As part of The Great Cricket Tea Challenge, judges including former England captain Michael Vaughan will deliver their verdicts on the best in savoury delights and sweet treats, with the winning cricket club being offered the chance to host and compete in a match against a team of legends from the sport.
Yorkshire Tea senior marketing manager Kevin Sinfield explained the reasons behind the partnership with the England and Wales Cricket Board: “Coming from a country with such a strong cricketing history, we’ve always felt a close connection to the game, right down to the illustration of a village game on our box.
“This year marks our third as the official brew of the England cricket team and, with an incredible summer of cricket ahead of us, we’re committed to ensuring that cricket fans enjoy the tea break almost as much as the game.”
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