Kent County Cricket Club today announced that Shepherd Neame, Britain’s Oldest Brewer, are to be the Club’s official ground naming rights partner.
The 10-year deal will see the recently redeveloped St Lawrence – home to the Kent Spitfires – renamed The Spitfire Ground, St Lawrence. The Spitfire brand will also continue to appear on the team’s Friends Life t20 playing kit.
The announcement extends Shepherd Neame’s long term commitment to the Club that already spans many years; and will also include ground branding and covers a number of marketing rights. They will also continue to supply the Club’s beer, wines and spirits. As one of Kent’s finest exports, they share a great history and tradition with Kent Cricket.
“Our relationship with the Club is already strong and this allows us to build on that commitment,” said Jonathan Neame, Chief Executive of Shepherd Neame. “We have witnessed the transformation of the ground in recent years and I am delighted to back the Club in their pursuit of further success both on and off the field. We see a very strong fit with the Kent Spitfires and see this as an integral part in our new brand communication platform as we embark on our new integrated marketing campaign with Armstrong & Miller.”
“This is a tremendous boost for the Club and an endorsement of all we are trying to achieve,” commented Jamie Clifford, CEO of Kent Cricket. “I am delighted that we will be working with Shepherd Neame for at least the next 10 years, I cannot think of a better partner or one with a stronger Kent connection.”
As part of the agreement, the Club will also annually identify a fixture as a Battle of Britain memorial match to commemorate the bravery of ‘The Few’ over the skies of Kent. This year the fixture will be on Monday 26th August during Canterbury Week and be a celebration of everything the Spitfire continues to mean to the County – a fine beer, a fine ground and a pivotal moment in its history.
Shepherd Neame: Company Overview
Shepherd Neame is a family controlled brewer based in Faversham, Kent, since 1698. The Company brews widely acknowledged premium ales including 'Spitfire' and 'Bishops Finger' as well as internationally renowned lagers such as 'Asahi Super Dry' and 'Kingfisher'. The Company owns and operates around 360 high quality pubs and hotels throughout the South East of England.