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Essentially wins Clydesdale account- 26 Apr 2010 00:00:00

Clydesdale Bank has appointed sports marketing agency Essentially to help activate the brand’s three-year title sponsorship of the new domestic 40-over competition, the Clydesdale Bank 40.

Essentially will manage activation for the brand both in and out of the cricket grounds and assist with the integration of the brand’s current cricket ambassadors into the programme.

With a strategy to provide compelling and engaging experiences for consumers, Essentially’s team aim to ensure the Clydesdale Bank 40 quickly establishes itself as a destination event for cricketing fans throughout the country.

Clydesdale Bank has been a long-time supporter of cricket and the ECB. The bank was an official partner of the domestic Twenty20 competition between 2005 and 2009 and also has established links with various counties and individual ambassadors Paul Collingwood, Alastair Cook and Alec Stewart.

The Clydesdale Bank 40 is one of three competitions making up the 2010 domestic season. The 18 First Class Counties alongside Scotland, The Netherlands and the Unicorns (a team of players without first class contracts) – have been divided into three groups and each team will play every other team in their group, home and away.

The three teams finishing top of each group will qualify for the semi-finals with the next best team across all groups awarded the remaining place. The finals will take place at Lord’s on 18th September.

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