Robinsons named official partner of The Hundred

Britvic is pleased to announce Robinsons as the Official Soft Drinks Partner of The Hundred, cricket’s innovative and exciting 100-ball competition, in time for the 2022 season. 

The three-year agreement will see The Hundred feature on the Robinsons’ ready to drink, no added sugar, packaging and Robinsons branding across eight venues over the competition.  

The partnership will be brought to life from June this year through a ‘Win tickets’ promotion to reward consumers, amplified with a disruptive instore and digital campaign for our Robinsons ready to drink range. 

The Hundred launched in the summer of 2021 to packed out crowds across England and Wales, exciting cricket fans – new and old – with its mix of high energy sporting action and brilliant entertainment. 

In the coming 2022 season, Robinsons will also put its name to the Strategic Timeout, a break in the game which gives the bowling team 120 seconds to regroup and rehydrate during a critical phase of play. 

Bruce Dallas, Britvic’s Great Britain Marketing Director, said: “The Hundred has quickly established itself as one of the most exciting events in the UK’s sporting calendar and we are thrilled to be part of the action in the coming seasons. Part of The Hundred’s mission is to make the game of cricket more accessible and more inclusive to families up and down the country and, as a family-favourite brand, Robinsons fully supports these efforts to promote broader engagement with the sport.  

“At Britvic we are committed to helping people make healthier choices and live healthier lives through our brands by keeping well hydrated and Robinsons’ involvement with this competition provides a great platform to further this agenda.” 

Rob Calder, Commercial Director of The Hundred, said: “Partnering with Robinsons gives The Hundred a fantastic opportunity to get more people into cricket, through the chance to win tickets this summer.  

“We are delighted to partner with such an established, British brand like Robinsons and look forward to working with them throughout an important second year for cricket’s newest competition.”