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Accolade Wines readies this season's Hardys cricket push

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Accolade Wines has lined up a GBP1m (US$1.3m) spend in the UK for Hardys, in its latest cricket-themed activation for the wine brand.

Accolade WInes Hardys brand has been a cricket partner in the UK since 2014

Accolade WIne's Hardys brand has been a cricket partner in the UK since 2014

The campaign, called 'The Rules According to Hardys', will run throughout the cricket season, the company said, and will comprise TV spots, print advertising and on- and off-premise promotions. Hardys has been the official wine of the England & Wales Cricket Board since 2014.

As well as sponsoring the cricket highlights programme on Channel 5, Accolade will team with SkySports.com and cricket print media. In the off-premise, Hardys will appear on gondola ends, while competitions to win match tickets will run in the on-premise.

"We have consistently invested in Hardys sponsorship of the England cricket team over the last few years and now established our credentials as a long-term supporter of English cricket," says Accolade's marketing director David White. "We are confident that this new campaign, The Rules According to Hardys, will connect with our consumers by raising a smile at the quirky ways British families interpret the rules and enjoy time together, especially when playing cricket."

Last month, Accolade's parent company, Australian private equity group CHAMP, sold the unit to The Carlyle Group for AUD1bn (US$768m).

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