Cricket has over a billion fans worldwide and this year's World Cup will be held in England and Wales from May 30 to July 14.

 

The deal means that Thatchers has exclusive pouring rights for its Thatchers Gold and Thatchers Haze brands in each of the ICC Men's World Cup venues for the duration of the matches.

The 11 venues for the 48 matches of the tournament include Lord's and The Oval in London; Trent Bridge in Nottingham; Cardiff Wales Stadium and Old Trafford in Manchester.

Over 850,000 people are expected to attend the matches, with designated Fan Zones in Nottingham, Southampton, Taunton, Manchester, Birmingham, Cardiff, Leeds, Durham and London expected to attract a further 200,000 fans.

The cidermaker also has exclusive pouring rights at these events, as part of the deal.

Managing director Martin Thatcher said: "This is a fantastic opportunity to be a part of a major sports occasion that will have the eyes of the global sports community firmly on it. We know sporting events on this scale don't come around very often, and we're delighted to be a part of it.

"Cricket has such a long heritage and tradition, something that as a fourth-generation family company we share and are immensely proud of. So, this partnership with the ICC is a real fit with our brand. We are really excited about bringing our ciders to the World Cup so fans from around the world can add to their enjoyment of some brilliant cricket with a refreshing pint of Thatchers."