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Shire expands cricket sponsorship deal

The Shire Bed Company has increased its sponsorship of Yorkshire County Cricket Club by becoming a shirt sponsor.

The bed manufacturer will have its logo on the back of players’ shirts for this season, following the original two-year sponsorship package which the Dewsbury manufacturer signed-up to in 2016.

The partnership agreement will also allow Shire Beds to continue its work on the Sleep4Sport project, incorporating feedback from YCCC players, coaches and physiotherapists into a professional range of mattresses.

‘We're delighted to continue our sponsorship with YCCC and look forward to seeing our logos on the player's shirts for the season ahead. We're both passionate about the local community and our Yorkshire roots so it's a match made in heaven. We're also delighted to continue our work with the team on our Sleep4Sport project using the team's highly valued feedback and thoughts to develop our range of mattresses,’ said Fara Butt, The Shire Bed Company marketing director.

‘The club is thrilled to continue our partnership with The Shire Bed Company in 2018. As a club, we are proud to be associated with a local family business and the players have benefited hugely from the Sleep4Sport project,’ said Mark Arthur, YCCC chief executive.