Kingfisher eyes UK growth with grassroots cricket sponsorship deal

Kingfisher, India’s biggest beer by market share, is hoping its sponsorship of English amateur cricket will give it a firmer foothold in the UK and unseat rival Cobra Beer.

England spinner Graeme Swann will front Kingfisher campaign

The Indian brand, is using its sponsorship of the England & Wales Cricket Board’s ‘Kingfisher Beer Cup’, the nation’s top amateur cricket league, as part of a fundraising initiative to drive money back into grassroots cricket.

The scheme will be spearheaded by the launch of the ‘Kingfisher Quiz and Curry Night’ next month, which invites amateur cricket clubs to host their own quiz nights.

Clubs who register online for the event are sent an interactive quiz DVD as well instructions on how to organise and promote the fundraiser.

It is part of Kingfisher’s bid raise its profile outside of the Indian restaurant sector by bolstering its ties to “aspirational sports”, particularly cricket and Formula 1.

Laura Mitchell marketing manager at Kingfisher says: “This isn’t just another campaign for us, the idea is that we grow this into something bigger over the next few years. While cricket is our core platform, the model we’ve developed is something that could be transferable to other sports and amateur clubs.”
England international cricketer, Graeme Swann, will front the campaign in the UK for the next two years.

In December the ECB announced that National Club Championship was being renamed the Kingfisher Beer Cup after the Indian brand signed a three-year sponsorship deal.

Shekhar Ramamurthy, deputy president of Kingfisher owner, Unite Breweries, says while the brand has an established international presence in cricket, his ambition is to extend its links by investing in the recreational game.

“All the marketing activity we’re doing may look a little disparate but when you put them together the objective is to make the brand in all the markets it operates in, particularly the UK, be seen as an Indian brand with a cool international image.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here