Bulmers premium cider Scrumpy Jack has signed up Ian Botham as its official brand spokesman for this year’s cricket season.
The brand, which sponsors the England cricket team through its deal with the England & Wales Cricket Board (ECB), is the UK’s best-selling premium cider. It was relaunched last year, with new packaging and an increased ad spend of &£2m.
Scrumpy Jack is planning a major marketing offensive this summer around the Test series and one-day internationals. TV ads and posters will be supported by sampling inside cricket grounds.
Botham will feature in Scrumpy Jack’s on- and off-trade promotions, and will write articles for its website (www.scrumpyjack.com), offering comment and views on England’s performance throughout the season.
He will also be involved in a number of national and regional tie-ins. The contract was negotiated by sponsorship agents Mission Logistics.
Last year, the former England captain caused a stir after slamming the ECB’s preparations for the Cricket World Cup, despite being in the “World Cup Ambassador Group” – a band of celebrities who had been hired by the ECB to generate favourable publicity.