January 21 2017


The Maxibon® ice cream sandwich brand was Yorkshire County Cricket Club’s official T20 partner at all the Yorkshire Vikings’ home games in the 2017 NatWest T20 Blast season.  The Maxibon® brand licence holder is Froneri - the world’s third largest ice cream manufacturer  - and it is the first time any of Froneri’s brands have sponsored cricket in the UK.  It is also the first time that Yorkshire County Cricket Club has signed up an ice cream brand as a sponsor.

“I am delighted that we secured this exciting sponsorship agreement with Yorkshire County Cricket Club,” said Mike Fraine, Head of Froneri UK.  “This T20 collaboration with a top-performing cricketing county helped drive awareness and was primarily about reaching our target audience of predominantly young male adults.”

The sponsorship was part of an ambitious £550,000 marketing campaign to boost Maxibon’s sales.  “Maxibon is a hugely popular ice cream sandwich brand in many countries around the world due to its generous combination of ice cream, biscuit, chocolate and nuts and we see a significant opportunity in the UK,” added Charlotte Hambling, Head of Marketing at Froneri UK. 

Caption Photo 1
Catch it ! – Mike Fraine (Head of Froneri UK) gives some catching practice to (left to right) Yorkshire County Cricket Club players Jack Brooks, Adam Lyth and captain Gary Ballance.