Waitrose have appointed its first ever sports marketing agency to help activate its new Team England Cricket sponsorship.
Essentially, part of Chime Sports Marketing Group, were selected as the agency to aid Waitrose.
Waitrose Marketing Director Rupert Thomas said: “We were impressed with Essentially’s experience in the world of cricket that stretches from the Test Match Grounds right through to individual player management.
“They offered some great creative and commercial ideas that will help us unlock the potential of this sponsorship.”
The upmarket grocery chain became the first food retailer to sponsor a major football team when they signed up with Reading FC in 2008, and recently extended their sponsorship until the end of the 2014/15 season.
Essentially Group’s Head of Client Services Sarah Dawson said: “We are delighted to have been appointed by Waitrose to activate their new partnership with the England cricket team.
“They are a fantastic British company to have associated with the sport and we are looking forward to leveraging the sponsorship to drive their business and commercial objectives.”