Essex Cricket forms new partnership with Wickes


Following the opening of Wickes’ new store in Chelmsford, Essex County Cricket is thrilled to announce a dynamic new partnership with home improvement retailer Wickes. The strategic partnership promises an exciting journey marked by mutual support and innovation, with both organisations committed to helping fans and customers alike.

Wickes will harness the cutting-edge assets of Essex County Cricket Club, creating an unparalleled engagement experience for fans. Through a multi-faceted approach, including scoreboard marketing, perimeter advertising, and newsletter integration, Wickes will captivate the cricket community in an authentic and immersive manner. By leveraging these assets, Wickes aims to establish a genuine connection with its audience, further solidifying its commitment to making the nation houseproud.

The collaboration between Essex County Cricket and Wickes signifies a powerful synergy between sports and retail, highlighting shared values of dedication, teamwork, and community engagement.

The partnership has been facilitated and delivered by dentsu agencies, Carat and MKTG, drawing on their extensive knowledge and experience around sport and entertainment partnerships, including gathering data-driven insights which identified Essex County Cricket Club as an ideal partner for Wickes.

John Stephenson, CEO of Essex County Cricket, said, “We are delighted to welcome Wickes as a valued partner to Essex County Cricket. Wickes shares our passion for excellence and community engagement, making this partnership a natural fit. We look forward to working closely with Wickes to create memorable experiences for our fans while supporting their exciting new store opening in Chelmsford.”

Gary Kibble, Chief Marketing and Digital Officer of Wickes said, “We’re excited to be partnering with Essex County Cricket Club. It allows us to build a strong relationship with new customers and welcome them to our new store.”