Robinsons has been named as the official soft drinks partner of The Hundred, cricket competition for the 2022 season.
The three-year partnership will see The Hundred feature on the Robinsons’ ready to drink, no added sugar, packaging and Robinsons branding across eight venues over the competition.
During this season, Britvic‘s Robinsons will also put its name to the Strategic Timeout, a break in the game which gives the bowling team 120 seconds to regroup and rehydrate.
The partnership will be launched in June this year through a ‘Win tickets’ promotion to reward consumers, amplified with a “disruptive” in-store and digital campaign for Robinsons ready to drink range.
READ MORE: Britvic names Elly Tomlins as new chief people officer
“The Hundred has quickly established itself as one of the most exciting events in the UK’s sporting calendar and we are thrilled to be part of the action in the coming seasons,” Britvic GB marketing director Bruce Dallas said.
“Part of The Hundred’s mission is to make the game of cricket more accessible and more inclusive to families up and down the country and, as a family-favourite brand, Robinsons fully supports these efforts to promote broader engagement with the sport.
“At Britvic we are committed to helping people make healthier choices and live healthier lives through our brands by keeping well hydrated and Robinsons’ involvement with this competition provides a great platform to further this agenda.”
The Hundred commercial director Rob Calder added: “Partnering with Robinsons gives The Hundred a fantastic opportunity to get more people into cricket, through the chance to win tickets this summer.
“We are delighted to partner with such an established, British brand like Robinsons and look forward to working with them throughout an important second year for cricket’s newest competition.”
Click here to sign up to Grocery Gazette’s free daily email newsletter
