Foster’s returns to sport sponsorship for first time in 10 years in bid to build loyalty

Foster’s will sponsor the England Cricket team after signing a two-year deal with the England and Wales Cricket Board, marking the beer brand’s return to sport sponsorship for the first time in a decade.

HyperFocal: 0

The deal will be supported by a nationwide campaign that will run throughout the summer. The ECB logo will also be included on all Foster’s packaging and there will be bespoke activations in pubs and at selected cricket grounds throughout June, July and August. The deal includes all international T20 matches, one day internationals and international test matches.

Ifeoma Dozie, beer director at Heineken, says Foster’s and cricket “have shared values of enjoying something with your mates” and that the time was right for the beer marque to return to sport sponsorship due to the soaring popularity of international cricket matches.

She told Marketing Week: “Cricket has one of the widest appeals of any sport – both here in England and Australia – and Foster’s is one of the best selling lagers in the country so it’s a great combination.

“Through the forthcoming integrated campaign, which will include on-pack promotions, pub activations and events in the grounds, we will be able to bring to life Foster’s ‘can do’ approach with exceptional experiences for our drinkers, which in turn builds loyalty.”

The variety of formats available in cricket also attracted the brand, as different games appeal to different types of consumers.

She explained: “With the variety of cricket formats, there is something for all our consumers. For example, the fast-paced excitement of T20 matches appeals strongly to groups of 20-something mates coming together, whether at home or in the pub, to cheer on their home nation.”

Last year, the brand ended its ‘Good Call’ campaign after five year with the aim of moving away from “laddish” advertising and instead focusing on “can do” men. This year, Dozie said the brand will focus more on “the positive Aussie spirit”.

She concluded: “The brand’s marketing communicates this [spirit] by stating that life is better when it’s filled with interesting stories and giving it your all. Our 2016 communications will bring this to life.”

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