Bulmers is rebranding its Scrumpy Jack cider brand on the Internet as part of a new sponsorship deal with the England Cricket team. Until recently the cider had been a sponsor of rugby union, but it will now be more closely linked to cricket.
Next week’s website launch sees the beginning of regular on-line cricket reviews by former England captain Ian Botham, who will also host off-line discussion forums.
There will be on-line Scrumpy Jack-branded games. The website, www.scrumpyjack.com has been designed by Reading consultancy Fireworks Studios.
Fireworks director Nick Baily says the initiative aims to bring people back to the on-line brand through its link up with World Cup cricket this summer. The move comes amid controversy over BBC Radio’s loss of the rights to cricket coverage.