Yorkshire Cricket quenches thirst with Harrogate Spring Water deal

WATER brand Harrogate Spring Water has increased its investment in sport through a deal with Yorkshire CCC for the 2016 and 2017 Championship seasons to sponsor the media centre in the iconic Headingley Carnegie Pavilion.
 
As well as players on the pitch, journalists will now quench their thirst in the newly-branded Harrogate Spring Water Media Centre. The pavilion, which provides media and players’ facilities as well as hospitality and teaching for Leeds Metropolitan University, has become a Yorkshire landmark since it opened in 2010.
 
For Harrogate Spring Water, the official water of England Cricket, the association with the Carnegie Pavilion is the latest development in the brand’s successful involvement in sports sponsorship, which has helped grow the brand both nationally and overseas.
 
Harrogate Spring Water is also the official water of Ascot Racecourse and the internationally renowned Royal Ascot racing festival.
 
Harrogate Spring Water is exported to Europe, Asia and the Middle East, including China, Russia, South Korea and the Gulf Arab States. Exports increased by 55% between 2014 and 2015.
 
Nicky Cain, marketing manager at Harrogate Spring Water, said: “Our sponsorship of England Cricket, Yorkshire CCC and Ascot reflect our brand’s heritage and Britishness and supports our position as the number one premium British spring water. These sponsorships also present opportunities to reach international as well as national markets, which is crucial to our strategy for growth.”

Mark Arthur, chief executive of Yorkshire County Cricket Club, said: “We are delighted to confirm Harrogate Spring Water as part of our team for 2016 and 2017. The continuing relationship demonstrates the positive benefits we both accrue from working together. It’s a win-win partnership.”
Harrogate Spring Water first became the official water of Yorkshire CCC in 2014. Harrogate Spring Water is provided for the players at every home game.

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