Buxton extends ECB cricket deal

The England and Wales Cricket Board (ECB) has extended its partnership with Buxton Natural Mineral Water in a new two-year deal.

England Cricket team: Buxton extends deal
England Cricket team: Buxton extends deal

The Nestle Waters owned brand will remain the Official Water Supplier to the England cricket team until the end of the 2011 international summer season.

As part of the renewal Buxton, who first became an ECB partner in 2008, will be the exclusive supplier of bottled water to the England cricket team for all its home international matches.

Buxton will continue to leverage commercial assets as part of the agreement, including access to England cricketers for promotional purposes, specific branding opportunities around the England cricket team, in-stadia advertising and a variety of rights across England’s fan community, TwelfthMan.

Rebecca White, head of marketing for Buxton said: "Since we started the sponsorship, cricket has been a great platform to promote Buxton, with activities ranging from a limited-edition cricket on-pack promotions to being part of last year's 'Cricket in the Park' event."

Buxton is currently the fourth largest water brand in the UK, with sales in the 12 months to October 2009 increasing by 9.4% to £31m, according to Nielsen.

This was despite the bottled waters category in total declining in sales by 3.2% to £558m.

Last month, Jaguar signed up as the as part of its broader commitment to promoting UK sport.

The marque agreed the deal with the England and Wales Cricket Board (ECB) for an initial four-year period and replaced previous England team car sponsor Volkswagen.

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