Beechwood Derby has become the official vehicle partner of Derbyshire County Cricket Club in a new deal covering the next two seasons.
The partnership will see the Mazda and Suzuki franchisee’s branding appear on the front of Derbyshire’s Royal London Cup shirt for the 2022 and 2023 campaigns, running throughout August before the showpiece final in September.
Beechwood will also have branding around The Incora County Ground, as well as via the club’s new 80sq-m digital screen, and will become a member of the 1870 Business Club - a club for sponsors to attend regular events during the calendar year.
Rob Wood, the managing director of Beechwood Derby, said: "Beechwood Derby are incredibly proud and excited to be involved as a sponsor of Derbyshire County Cricket Club.
“The club is an integral part of the local community, and we feel this is a great marketing fit and look forward to enhancing our brands with the partnership.
“We are sure that the relationship will flourish for many years to come, with Beechwood as Derbyshire County Cricket Club’s official vehicle partner.”
Derbyshire will have access to Beechwood’s range across Mazda and Suzuki vehicles to fulfil requirements for several players, as well as new head of cricket, Mickey Arthur, who will shortly take delivery of a new Mazda CX-5 Sport Kuro.
Sports sponsorships are becoming the high-profile marketing go-to for car retailers.
Bristol Street Motors has launched its own W Series race team and increased its support for the W Series' Excelr8 Motorsport team, after being confirmed as a title sponsor for the 2022 Kwik Fit British Touring Car Championship (BTCC).
Cazoo has also completed a Spanish football sponsorship double after following an agreement with Real Sociedad with a follow-up deal for Valencia.
Jimmy Drew, commercial manager at Derbyshire County Cricket Club, said: “We’re delighted to have formed a partnership like this with such a reputable vehicle provider like Beechwood.
“We’re looking forward to working closely with Rob and the team in Derby over what will hopefully be an exciting chapter in the club’s history.”