With 84% of Sky Sports cricket audience being between 18-44 years of age, Laithwaites pairing is perfectly placed to reach the desired audience they seek. With the added benefit of live-action highlights and news coverage, and 70% of Sky Sports Cricket audience consuming content on their mobile devices or tablets.

Laithwaites were also aiming to drive more awareness to the cricket audience, with brand image in mind, connecting the two loves for wine and cricket. The Sponsorship best communicates that "Laithwaites goes to great lengths to deliver great wines".

Sky Sports have had the rights to England home Cricket for years, we have a dedicated cricket audience, & with the Ashes being in the UK this year, it made for a very exciting summer of cricket. Laithwaites are an ECB partner for cricket & so the sponsorship was a good way to round out a 360 partnership. The cricket audience is also a key one for Laithwaites. The plan for this sponsorship involved reaching an array of platforms, which was hugely beneficial for any brand that took up this opportunity. The choices of a multiplatform sponsorship was decided using Linear & VOD.

The men's ashes concluded with an average audience +47% higher than the last Ashes home tournament in 2019. The average across the series was 870k individuals. Topline results were uplifts in brand image and consumer metrics because of the sponsorship. The sponsorship has significantly increased future consideration scores compared to non-viewers as well as key competitors. With a bigger likelihood of moving viewers and viewers awareness through the brand funnel (awareness to Brand disposition to likelihood to use).

"What a partnership! Absolutely delighted to be joining forces with England Cricket and Sky Sports. At such an exciting time for England Cricket, it's a perfect time to reach out and quench the thirst of wine lovers across the country." James Morrison, Head of Brand at Laithwaites.