Ford Motor Company Limited today announced details of an exciting sponsorship deal with Essex County Cricket Club (CCC) that will see the Chelmsford County Ground take on a new identity.
The home of Essex CCC will soon be known as the Ford County Ground, in recognition of Ford's status as one of the major employers in the county. Additional marketing initiatives include:
- Signage around the ground
- Perimeter boards at boundary level
- Solus branding on the roll-on covers
- Product displays on match days
"The association of Ford and cricket brings together two very British images," explained Steve Hood, marketing director, Ford of Britain. "Essex is the home of Ford in the UK, employing around 10,000 people and we are proud to be a supporter of first-class sport in our home county."
David East, Chief Executive of Essex CCC added: "We are absolutely delighted to have entered into a three-year deal with Ford. It is fantastic to have such a recognised brand associated with us in what is clearly a very strong commercial deal for the club. I think it is going to be a very positive relationship with a forward-thinking organisation."
Ford has been linked with Essex CCC for some time. The partnership will continue to support high-profile players such as Darren Gough, Ronnie Irani, Andy Flower and batting coach Graham Gooch with top-of-the-range Ford Mondeo models.
Continuing the cricket theme, Ford also announced today that Ford Transit Specialist Dealerships have confirmed a £50,000 sponsorship of The Lord's Taverners Inner Cities Cricket Cup competition for 2005.
The Inner Cities Cup, in its 10th year, is a nationwide competition that gives children from disadvantaged backgrounds the opportunity to develop their cricketing skills and represent their region.
Ford's sponsorship is important to the ongoing success of the competition, as it will fund the provision of transport, accommodation, hospitality and cricket coaching for the teams involved.
Individual Ford Transit Specialist Dealerships across the country have signed up to be team sponsors, providing crucial support to youngsters participating in the competition. For some of the young cricketers taking part, this will be their first opportunity to play representational cricket. Many may not have ever left their home city before.
Hood commented: "We are delighted to support The Lord's Taverners Inner Cities Cup and help to encourage youngsters to play cricket, particularly as it is Ashes year. With Ford staff and dealerships across the country enthusiastically supporting their local team, we are proud that our involvement will help make a real difference to the lives of these young people."
Mike Gatting, President of The Lord's Taverners added: "The support shown by Ford Transit Specialist Dealerships in their sponsorship of this competition is wonderful. For many of the young cricketers it will be a totally new experience. Who knows, maybe one day we will see some of these guys representing England, but most importantly they will have a fun and rewarding time."Published 19 March 2005