HAMPSHIRE Cricket have announced a new partnership with Thatchers Cider that will see the Somerset-based brand served at Utilita Bowl through to the end of the 2028 season.
The three-year agreement will bring a range of Thatchers products to the venue, including Thatchers Gold, Thatchers Zero and fruit cider varieties such as Blood Orange, Apple & Blackcurrant and Cloudy Lemon, with the final selection to be confirmed.
Supporters attending matches at Utilita Bowl can also expect a series of fan-focused activations throughout the 2026 season as part of the partnership.
Among the planned additions is a new innings-break competition during selected T20 Blast fixtures, giving supporters the chance to take part in on-field entertainment during T20 matches.
The agreement will also see Thatchers become stage sponsor for BlastFest at Hampshire Hawks’ Blast double-header against Yorkshire on Friday, June 26.
Branding for the cider company will become more visible around the ground over the coming seasons, including pitch-side advertising and a refurbishment of the bar located in the Shane Warne Stand.
Rob Paddon, commercial director at Hampshire Cricket & Utilita Bowl, said: “We’re excited to welcome Thatchers Cider as an official partner of Utilita Bowl.
“Thatchers is a much‑loved brand with a strong connection to British sport, and we’re proud to be bringing their products and energy to our matchdays.
“This new agreement allows us to deliver even more for our supporters, from fan competitions to activations during T20 games and their involvement in our BlastFest fixture.
“We look forward to working closely with the Thatchers team throughout the 2026 season and beyond.”
Hampshire Cricket said the partnership is designed to enhance the experience for supporters attending matches at Utilita Bowl while bringing new entertainment and activations to the venue.
Visitors will begin to see the changes introduced as part of the agreement during the 2026 cricket season, with both organisations set to work together on a range of initiatives over the next three years.
Philip McTeer, head of marketing at Thatchers Cider, added: “This partnership reflects our shared pursuit for excellence both on and off the pitch, with Hampshire Cricket’s passion and dedication for cricket matching our own determination to produce the perfect pint.
“We’re proud to be the cider of choice for the Utilita Bowl, adding to the unbeatable match day atmosphere. The supporters are the beating heart of the club, and we’re excited to give back to them with a series of competitions and half time entertainment.
“We can’t wait to join you in the stands, cheering the team on with a delicious pint of Gold in hand.”
