Midlands-based brewer Marstonís, as official sponsor to the England cricket team, suddenly finds itself tied to a sport that could gain a lot more exposure as a result of the football team's failure to qualify for Euro 2008.
One source at the brewer said it was quietly hopeful that a higher profile for English cricket next summer may boost sales.
Both South Africa and New Zealand cricket teams are due to visit England next summer.
Marstonís said in its recent results statement that its England sponsorship deal ďand the subsequent sponsorship of Sky's coverage of international cricket events, has significantly raised the profile of Marston's beer brandsĒ.
The Banksís brewer, like many others in the UK, has found life tough in 2007, thanks to a combination of poor weather and a shrinking beer market.
The group saw sales in its beer division drop from £86m to £84m in the year to September 29, although core brands showed growth. Marstonís Pedigree increased volume sales by nearly six per cent, while Jennings Cumberland Ale rose 30 per cent.
It is now hopeful of breaking further into growing demand for premium ales. This week, the group unveiled a new ĎClassic Beersí range, set to include Porter, Rye beer and Winter Ale among others.