Case studies

Bespoke Events: Deutsche Börse

As part of a wider commercial partnership with the PCA, Deutsche Börse collaborates with PCA Ambassadors for their bespoke events. These usually include private dinners for key Deutsche Börse stakeholders and clients in the Committee Room at Lord’s. Each exclusive event is attended by two PCA Ambassadors who join guests for a drinks reception and a three-course meal before entertaining the party with stories of their playing days in an informal Q&A session. Gladstone Small and John Emburey took part in 2013 Gladstone returned again 2014 this time joined by Mike Gatting, and a similar event is planned for 2015. 

“Having PCA Ambassadors at our private dinners really wows our guests and enhances the evening. Spending quality time with the Ambassadors and hearing about their experiences as professional cricketers is special, and provides an insight into their lives which would be difficult to get any other way. We will continue to include PCA Ambassadors in our plans for bespoke events in 2014, as this is something our guests’ value and enjoy.”

Renaud M Huck, Deutsche Börse, Senior Vice President





Brand/product Endorsements: Yorkshire Tea

In 2013, after securing the position of ‘Official Brew of the England Cricket Team’, Yorkshire Tea approached the PCA looking for a former player to become a Brand Ambassador to further enhance their involvement with the game. The PCA played a key role in the selection process of a suitable figure and the negotiation of the deal, which includes personal appearances, content gathering sessions, social media rights and much more over a three-year period.

“In 2013 we wanted to step up our involvement in cricket to a national level. We felt that an internationally-renowned Brand Ambassador would help to give us greater recognition in the game, and the PCA were pivotal in establishing a relationship for us with Michael Vaughan. Michael has played a crucial role within our brand activity, culminating in our award-winning initiative, ‘The Great Cricket Tea Challenge’. We believe it is a partnership that will go from strength to strength in the coming years.”

Kevin Sinfield, Yorkshire Tea, Marketing Manager




Cricket hospitality Investec


As title sponsor of Test match cricket until 2021, Investec regularly host key staff and clients in their private facilities and boxes at international matches. To further enhance their hospitality offering, Investec partner with PCA Ambassadors to help entertain their guests throughout the day as box hosts or guest speakers during breaks in play.

“We partner with the PCA Ambassadors as they are able to offer a unique insight to cricket, the match at hand or perhaps the grounds and pavilions. The stories they can share and their relaxed and friendly manner always go down well with our guests. Access to current England players is often difficult as their cricket schedule is so busy and they are sometimes constrained in what they can talk about by strict guidelines, however, ex-players can speak more freely and offer opinions on current situations as well as answer questions about the past. We are always pleased with the players that are matched for our event and have had positive feedback on their involvement with our events.”

Kerry Moores, Investec, Event Manager