Tata Consumer Products, the food and beverages arm of India’s largest conglomerate Tata, has signed a two-year agreement to be the Official Tea Advertising Partner of The Kia Oval, home to Surrey County Cricket Club.
Matching the vibrancy and diversity of the Club, Tata’s portfolio of teas suits all tastes and experiences. One of its flagship Indian teas Tata Gold will be prominent at the Club, bringing together the best of Assam teas and teas from the highlands of India into an indulgent taste of home for keen supporters and followers of the Club.
Tata Tea is a very familiar brand in India, featuring in a third of all households there, more familiar brands from its stable, Tetley and teapigs will also form part of the tea menu, which will be available in the hospitality and members’ areas during matchdays, and at all non-match conferences and events at the ground.
Tata’s sponsorship includes advertising opportunities at The Kia Oval and across Surrey CCC’s social media channels. Fittingly the tea break during home Vitality County Championship matches will be rebranded as the ‘Tata Tea Break’ on Surrey’s live broadcast.
“As the nation’s favourite drink, there’s always time for a cup of tea in the UK, especially when there is a break in the sporting action,” says Gharry Eccles, International President for Tata Consumer Products.
“As an Indian company we love cricket, the sense of community and wellbeing that the Kia Oval bring makes it a great partnership. Through this sponsorship we’ll be able to reach our consumers across the Southeast in many ways, from family days out and experiences at the Kia Oval combined with the simple pleasure that a good cuppa delivers,” he adds.
Charlie Buck, Commercial Director at Surrey Cricket, said: “A cup of tea to go with the action-packed cricket at The Kia Oval is always a good idea! We’re delighted to welcome Tata on board as our official tea supplier at Surrey Cricket.
“Our love for cricket and shared family values unite us with Tata. We’re looking forward to delivering amazing matchday and non-matchday experiences at The Kia Oval with them.”
About Tata:
Tata Consumer Products is the integrated food and beverage business of the Tata Group with a broad product portfolio spanning tea, coffee, water, salt, spices, pulses, cereals and ready-to-prepare and ready-to-eat foods. Within tea, Tata is the second-largest branded tea company in the world.
Tata is the largest purpose-based company in India, 66% of the dividends earned from Tata Consumer profits go to philanthropic causes in India via Tata Trusts, the majority shareholder of Tata Group.
