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Dutch cricket welcomes new sponsor

Thu, May 6, 2010 3:28 PM


The Royal Netherlands Cricket Board (KNCB) has today announced that 3 Horses Malt Beverage is to become the principal team sponsor of Dutch Cricket for the Clydesdale Bank 40 League programme and the European Championships in 2010 and 2011.

The partnership will start on May 15th 2010 and last for an initial two-year period and will provide significant funding for the National Teams Programme.

As part of this agreement the 3 Horses Malt Beverage logo will feature on all playing and training apparel worn by the Dutch Senior and A cricket teams in the ECB Competition and the ICC European Championships in Jersey in July.

3 Horses Malt Beverage will also receive a comprehensive range of sponsorship assets that includes advertising at grounds, team image rights and access to members of Dutch cricket teams for commercial and marketing usage.

KNCB chief executive Richard Cox said: "We are delighted to welcome 3 Horses Malt Beverage as the new principal sponsor of the Dutch cricket teams in the ECB and ICC Europe Competitions.

"With a well established brand in a number of emerging markets and an excellent reputation within the drinks industry we are looking forward to working closely with them over the coming two years.

"I would also like to take this opportunity to express that this is a unique sponsorship with a purely Dutch Company and meets with many people's aspirations for Cricket in this country.

This is a major step forward for the KNCB and we will now seek further complimentary brand partners and sponsors to accompany 3 Horses for our other teams and development programmes as we systematically raise the profile of Cricket in the Netherlands and elsewhere."

Stijn Deelen, managing director of United Dutch Breweries, said: "We are delighted to become the principal sponsor of the Dutch team. We consider it as a huge honour. UDB is a Dutch company exporting beverage brands to 95 countries worldwide.

"In many of the countries we do business in, we see how popular cricket is. 3 Horses Malt Beverage is already a well-known name in many Middle East and some South Asian markets. Although not sold in the Netherlands, the brand 3 Horses is nowadays enjoyed in many cricket loving countries worldwide predominantly in a regular non-alcoholic malt and non-alcoholic dark malt beverage variant. In those countries we hope to increase our visibility via our association with the Dutch cricket team underlining the association of our products with its Dutch heritage".



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