The cricket partnership

Waitrose is proud to sponsor England Cricket

Waitrose’s support of England Cricket started in May 2014 and we’ve already supported the teams and sponsorship in many ways since the launch.

The exciting partnership with the England and Wales Cricket Board means we will be supporting the Mens England team throughout its packed schedule over the coming years, most notably including the ICC World Cup in Australia and New Zealand (2015), the ICC World Twenty20 and the tour of South Africa (2016). However, Waitrose is equally proud that the partnership covers the Womens team (and notably the ICC Women’s World T20 in India), as well as the U19s, Lions and disability squads.


Rupert Ellwood, Waitrose Head of Marketing, outlined the brand’s excitement at embarking on the sponsorship: “Cricket is an inherent part of our heritage and brings people from all ages and backgrounds together.   Through our sponsorship we’re looking forward to helping celebrate a shared love of food and sport with cricket fans, supporting the grassroots of the game and bring further benefits and rewards to our customers.”

England Captain, Alastair Cook spoke at the launch of the sponsorship about the opportunities that lay ahead for his team and the support of Waitrose as a new partner.  He said: “Everyone involved in the England set up is excited about this new era and looking forward to the international summer ahead.  It’s great to have Waitrose on board and I sincerely hope the partnership coincides with success on the field.”

Community activity, from grassroots to elite level, is at the heart of the sponsorship, including ECB Club Open Days and the Waitrose Boundary Fund as part of as part of the England & Wales Cricket Trust (EWCT) Small Grant Scheme – you can find out more by looking through the pages of this site.

Register to shop online
Find your nearest Waitrose store
Browse our online shop
Join my Waitrose or register your card online