Medialab & cain&abelDDB Do the Double with Laithwaites as Sky Sports and ECB Partnership Is Extended

Leading independent media agency Medialab and award-winning creative production agency cain&abelDDB are raising a glass in conjunction with the first one day international, as Laithwaites extends its partnership with Sky Media as the official wine partner of England Cricket following a record-breaking summer of The Ashes.

The deal will feature across seven matches – four against New Zealand and three against Ireland – spanning Sky Sports’ broadcast coverage.

Earlier this year, Laithwaites announced its multi-year partnership with England Cricket and its co-sponsorship of cricket coverage on Sky Sports ahead of the eagerly awaited Ashes Series. Working closely with cain&abel and Medialab, Laithwaites has been bringing wine and cricket together across the summer in a series of idents that celebrate cricketing moments.

The opening fixture of the 2023 Ashes delivered a record-breaking peak audience of a staggering 2.12 million, marking the highest viewing figures ever for a Test match.

James Morrison, head of brand & partnerships at Laithwaites Wine, said, “As the ECB’s official wine partner, and after such an incredible summer for England Cricket, we’re delighted to be extending our partnership with Sky and continuing to bring great wine and cricket closer together.”

Steve Parker, executive director at Medialab commented, “It’s great to see Laithwaites further amplifying its partnership with the ECB, with the Broadcast Sponsorship of the England Cricket team’s One Day Internationals against New Zealand and Ireland on Sky Sports and Sky Sports Cricket, ahead of this year’s much anticipated Cricket World Cup.”