Agreement sees Greene King extend lead sponsorship of renamed PCA England Legends.

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The PCA has extended its partnership with Greene King until the end of 2023, and the leading pub retailer and brewer is to be the Lead Sponsor of the newly renamed PCA England Legends initiative.

In addition to the brand’s headline sponsorship of the PCA’s grassroots cricket programme, the agreement will also see Greene King access a range of other player, events and cricket hospitality rights.

The PCA England Legends, formally known as the PCA England Masters, provides a vehicle for cricket clubs and schools nationwide to raise valuable funds by bringing their local communities together with former international stars for showcase cricket events.

Starting this summer, clubs will have the option to host the Legends for three different event formats – a traditional 11-a-side match, a four-team tournament, or a visit from two star players – each sure to be a day to remember for all involved.

In line with the aims of the programme, the refreshed name of the initiative reinforces that all those involved with Legends events are the stars of their country, counties and local communities alike, uniting together in a true celebration of the game.

Since Greene King’s sponsorship of the programme was initially launched in 2016, the squad of former international stars has helped clubs and schools raise over to £700,000 at their events, with funds typically used to improve facilities, equipment and coaching, and to support local good causes.

With over 2,700 pubs, restaurants and hotels across the UK, all operated from headquarters in Bury St. Edmunds, Suffolk, Greene King promote an ‘Enjoy Responsibly’ message, providing customers with information and advice to help them enjoy alcohol responsibly, in-keeping with the PCA’s own education and support in this area.

PCA Chief Executive Rob Lynch said: “We are delighted to be extending our partnership with our loyal partners at Greene King, and it is pleasing that this involves sponsorship of our renamed PCA England Legends programme.

“The Legends programme is vital not only in helping local clubs to raise valuable funds, but also in giving so many of our PCA members the opportunity to remain involved in the game in such an active way. It’s brilliant to see Greene King reaffirming its commitment to supporting cricket in England and Wales, from the grassroots through to our former international stars, and we continue to echo the company’s key messaging on enjoying alcohol responsibly.”

Will Hemmings, Greene King Brewing & Brands Marketing Director, said: “It is brilliant to continue this partnership with the PCA until 2023 as it has been so successful since its inception five years ago.

“Greene King IPA is a long-term supporter of sports clubs and organisations throughout the UK, and we are recognised as the beer of choice for sports fans. This partnership underlines our commitment not only to grassroots sport, but also to the elite level, with the sponsorship of the newly renamed PCA England Legends team as well.

“We will continue to work closely with the PCA over the coming months to further amplify this partnership and support the excellent work that they are doing across cricket.”

Find out more about the PCA England Legends programme.