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Independent builders merchant buying group IBC Buying Group has announced a two-year partnership with Middlesex Cricket.
As part of the deal, IBC will enjoy year-round engagement with Middlesex Cricket members and fan base at Middlesex fixtures, and a strong brand presence at Lord’s and the organisations other grounds.
The IBC logo will also feature all Middlesex Cricket’s playing shirts for the men’s squad in the Rothesay County Championship, Metro Bank One-Day Cup and Vitality Blast.
The partnership will also be community-focused, including ticket giveaways and fan competitions, community event participation, supporting grassroots engagement and promotional activity linked to key fixtures.
Vick Patel, CEO of IBC said: “This partnership with Middlesex Cricket is about far more than matchday presence. It’s about aligning our brand with excellence and creating a platform that supports meaningful business engagement. Middlesex Cricket and Lord’s Cricket Ground offer a unique environment to build relationships, increase visibility and generate commercial momentum. We see this as a long-term strategic collaboration that will deliver measurable growth.”
Jon Fish, commercial director of Middlesex Cricket added: “We are delighted to welcome IBC as a key Club partner. Their forward-thinking approach to leveraging cricket as a commercial platform aligns strongly with our vision for impactful, modern partnerships, helping to make cricket accessible to all. We look forward to working closely together with their team across the season and sharing some memorable moments both on and off the pitch.”
