Lancashire Cricket has extended its long-standing partnership with Hilton, which operates the on-site hotel at its Emirates Old Trafford ground.
Hilton will continue as the official hotel partner of Lancashire Cricket and Emirates Old Trafford, with the renewed agreement to see its branding feature across the front of the men’s County Championship shirts.
Hilton, which has been a partner of the club since 2016, will also be the presenting partner of Lancashire’s ground-breaking pre-season tour to Dubai next week which will be the first joint men’s and women’s tour ever undertaken by a first-class county.
The partnership will allow Hilton to provide unique experiences for its Hilton Honors members across the club’s major event programme in 2022 which includes international cricket, T20 double headers and concert event days, including Harry Styles, Red Hot Chilli Peppers and Foo Fighters, where Hilton will be specifically activating.
Lancashire and Hilton will also develop a joint activation programme of digital content utilising the club’s players and Emirates Old Trafford’s facilities.
Following their commitment to the partnership extension, Hilton will remain as the sponsor of Lancashire’s live stream service for non-televised domestic fixtures and will also continue to front the Player of the Month competition, which offers supporters opportunities to win worldwide hotel stays throughout the season.
Daniel Gidney, chief executive at Lancashire Cricket, said: “We are delighted to extend our partnership with a global brand such as Hilton, one of Lancashire Cricket’s most supportive and longest-standing current partners.
“Our pre-season tour of Dubai will be an historic moment for the club with our men’s and women’s squads travelling side by side for the first time, whilst staying at The Conrad, one of Hilton’s prestigious properties.
“We will be proud to have Hilton as presenting partners alongside us. Their actions have spoken louder than words and we greatly value their support in helping to make the trip possible.
“We look forward to working with the Hilton team in the years to come and we will continue to work together on collaborative campaigns to deliver unique experiences for Hilton Honours members at Emirates Old Trafford, the home of Lancashire Cricket.”
The Hilton Garden Inn at Emirates Old Trafford opened in September 2017, and is poised for further development. In June, Lancashire received approval for a revised redevelopment project that is set to complete a broader regeneration scheme for Emirates Old Trafford.
A Trafford Council planning meeting approved the project, which includes plans for a 1,025-seat stand, a heritage centre, a guest services hub, and a new retail store facing directly on to Brian Statham Way at the Manchester stadium.
The new stand, which replaces the Red Rose Suite, will include enhanced pitch-viewing facilities for Lancashire’s members, comprising a dual-aspect suite located within the spectator viewing terrace.
Also included within the plans is a significant expansion of the Hilton Garden Inn, with a new extension situated within the existing stadium footprint. This includes provision of a further 100 bedrooms, taking the total hotel capacity to 250 on-site while increasing the venue’s events capacity by up to 200 additional guests for conference and events. The additional rooms are set to open next summer.
Heather Laverne, vice-president of loyalty and enterprise marketing at Hilton, said: “Our successful partnership with Lancashire Cricket allows us to offer fantastic experiences to our valued Hilton Honors members – including international cricket events and high-profile concerts – and we’re looking forward to offering even more of these as we enter the exciting new season.”
