Yorkshire Tea is perfect match for top Yorkshire sports clubs

Even more sports fans across Yorkshire will now be able to enjoy a ‘proper brew’ whilst cheering on their team thanks to new partnerships between Yorkshire Tea, Headingley Cricket Ground and Rotherham United Football Club.

Yorkshire Tea has strengthened its ties with cricket by forging a relationship with Headingley Cricket Ground, the Test match venue and home of Yorkshire County Cricket Club. The partnership, which was brokered with Sodexo, the provider of food and hospitality to the stadium, saw a ‘Brew Bar’ unveiled in the North East Stand concourse at the ground, in time for the England vs New Zealand test match.

The news of the partnership with Headingley comes as Yorkshire Tea enters the third year of its sponsorship of the England Cricket Team. This summer, the ‘Official Brew of England Cricket’ will take the iconic ‘Little Urn’, the travelling tea van, on the road to visit all of England’s test match venues and serve the ‘Barmy Army’ with a ‘proper brew’. What’s more, cricket goers will have the chance to win great Yorkshire Tea prizes with ‘brew-time bingo’.

In addition to Headingley Cricket Ground, a ‘proper brew’ will be served at Rotherham United from the beginning of next season, with Yorkshire Tea becoming the Championship club’s ‘Official Brew’ partner. The deal, which has been negotiated with Centerplate, the event and venue catering business and supplier of contract catering services to the football club, will see Yorkshire Tea served throughout Rotherham United’s AESSEAL New York Stadium.

Yorkshire Tea’s latest football club signing comes off the back of a successful partnership with Leeds United, who saw a tea sales uplift of over 100 per cent during a 16 game period following the introduction of Yorkshire Tea to its concourses.

Laura Castro, marketing & communications manager at Centerplate, said: “Yorkshire Tea presents the perfect opportunity to demonstrate the association between Centerplate and Rotherham United. Our aim is to share best practices on the commercial and technical side of football, whilst providing excellence within the food and beverages offering through our catering solutions. Centerplate is delighted to be part of this initiative and offering the Yorkshire Tea and its ‘proper brew’ promise, which Millers fans will enjoy.”

Natalie Cross, out of home manager at Taylors of Harrogate, said: “At Taylors of Harrogate, we’re passionate about working in partnership with our customers to help them give their customers a high quality experience.

“Over recent months, we have worked with numerous sporting clubs, including Durham County Cricket Club, Leeds United, Sheffield Wednesday and Hull City to help them serve supporters with a ‘proper brew’ and really hope that we’ll see a similar sales uplift at Headingley and Rotherham to the performance of our partnerships with other clubs.”