The organisers of this summer’s ICC Cricket World Cup have appointed North Somerset-based Thatchers as its official cider. The family-owned firm will have exclusive pouring rights for its Thatchers Gold and Thatchers Haze brands in all 11 venues during the six-week long tournament.
In total, 48 matches will be played in what will be this year’s largest sporting event held in the UK. 
Thatchers Gold and Thatchers Haze will be available exclusively in the eight official fan zones being organised during the cricket celebrations, which runs from May 30 to July 14.
As the official cider, there will also be Thatchers branding at the bars in all stadia, as well as a presence on the giant venue screens.
The firm has been crafting cider on the Thatchers family’s Myrtle Farm at Sandford, near Weston-super-Mare since 1904, using its knowledge of how apple varieties blend together to create authentic ciders. It is a major backer of sport in the West of England, having sponsorship, branding and supply agreements with most of the region’s teams and at most of its venues.
ICC general manager – commercial Campbell Jamieson said: “We welcome Thatchers as a partner for what is one of the most anticipated sports event in the world with the sport’s billion fans following the fortunes of their favourite players and teams.
“Thatchers is a renowned cider brand and we are delighted to be teaming up with them for the ICC Men’s Cricket World Cup 2019.”
Thatchers managing director Martin Thatcher added: “This is a fantastic opportunity to be a part of a major sports occasion that will have the eyes of the global sports community firmly on it. We know sporting events on this scale don’t come around very often, and we’re delighted to be a part of it.
“Cricket has such a long heritage and tradition, something that as a fourth-generation family company we share and are immensely proud of. So, this partnership with the ICC is a real fit with our brand. We are really excited about bringing our ciders to the World Cup so fans from around the world can add to their enjoyment of some brilliant cricket with a refreshing pint of Thatchers.”
More than 850,000 people are expected to attend the matches, which are being played across cricket venues in England and Wales including The County Ground in Bristol.
Fan Zones, which are expected to attract upwards of 200,000 fans, will be set up in Nottingham, Southampton, Taunton, Manchester, Birmingham, Cardiff, Leeds, Durham and London.
Martin Thatcher added: “We know the Cricket World Cup will deliver, and we look forward to working with the ICC to gain maximum exposure and activation for our ciders during this hugely anticipated summer of cricket. Cricket has exceptionally passionate fans, and we’re keen to share the experience with them.”
