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Hardys to enjoy blanket advertising through Sky Sports and England cricket link-ups

Published:  06 June, 2014

Hardys, the Australian wine brand, will be advertised up to an astonishing 5,000 times this summer on Sky Sports as part of its sponsorship of England cricket.

Hardys, the Australian wine brand, will be advertised up to an astonishing 5,000 times this summer on Sky Sports as part of its sponsorship of the England cricket.

Hardy's features in every commercial indent between play during all test matches, and international 20:20 fixtures which stacks up to an estimated 4,830 separate advertising opportunities across the summer.

The Sky Sports link up is one part of Hardy's ambitious support of English cricket over the next three years. As the official wine of English cricket  it has been able to negotiate wide-ranging access to match tickets and player appearances and PR.

It has a  dedicated Hardy's branded Cellar Door-style wine bar which will be at England's test match and 20:20 international fixtures this summer offering a wide selection of white, red, rosé, and sparkling wines across the Hardys portfolio. 

Paul Schaafsma, general manager for UK, Ireland and AMESCA at Accolade Wines, told Harpers.co.uk: "We have worked with the ECB (English and Wales Cricket Board) to create an exceptional package of activity this summer."

A key highlight will be a consumer offer to win places at a special bicentenary gala dinner being held in a marquee directly on the ground at Lord's as part of the ground's bicentary celebrations.

Hardys is also hosting a separate special press and trade dinner featuring five former English cricket captains to complement the five generations of Hardy's that have been at the winery, right up to current winemaker, Bill Hardy.

"We are looking at every opportunity to really make the most of this sponsorship," said Schaafsma. "We are able to talk to exactly the right demographic for our wines."

 

English cricket legend, Sir Ian Botham, has also been signed up as an ambassador for Hardys and he will take part in a number of personal appearances and question and answer sessions.

 

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