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.

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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.”



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