As England’s Ashes campaign gathers momentum in Australia, Bombardier will be leading the rallying call for fans to get behind the team as the sponsor of talkSPORT’s coverage of the series.


The 12 week sponsorship features the unmistakeable opinions of The Bombardier, William Charles Bedford, played by Rik Mayall.

The sponsorship follows a successful summer of grass-roots cricket sponsorship in which Bombardier was the official beer of the England supporters group, The Barmy Army and charity celebrity fundraisers The Bunbury’s.  The embodiment of The Bombardier character in cricket sponsorships, TV advertising and point of sale for trade customers has seen recognition for the beer rise to unprecedented levels, with 90% awareness levels in consumer brand tracking*.

Emily Hudson, Marketing Manager for Bombardier at Wells & Young’s explained “There’s a real affinity between Bombardier and cricket, as they’re both very English and reliable with just a touch of eccentricity. There’s nothing like an Ashes series to bring out the best in England fans and they respond well to the passion and informed coverage they can get from talkSPORT. So Bombardier – English, ever reliable and damned tasty – is a natural partner for talkSPORT as we’re hoping they both bring cheer as winter sets in for those fans supporting England from afar.”

The sponsorship gives supporters the opportunity to hear The Bombardier’s unique take on the latest news from Test Matches in the five game series and will also include the One Day Internationals and Twenty20 games. There will also be free beer giveaways and a chance for one listener to win a trip for themselves and three friends to go and visit Charles Wells’ very own Bombardier pub in Paris.

Announcing the sponsorship, Adam Mills, talkSPORT Sales Director, commented “The Ashes is one of the biggest sporting events in the world and the intense but good natured rivalry between England and Australia is legendary. The Bombardier’s slightly cheeky approach to life makes it a perfect fit to sponsor our coverage on talkSPORT. I can’t think of a better combination than listening to what’s happening on the other side of the world with a glass of Bombardier in your hand, particularly if England up their game!”

Bombardier will also be interacting with over 75,000 Facebook fans with lots of activity, banter and competitions throughout the winter so there’ll be plenty of opportunities for drinkers and Bombardier stockists to get involved in the fun!

* Cardinal HPI, June 2014


Twitter: bombardier_beer

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