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Balti wines secures cricket sponsorship

Published:  23 July, 2008

Family-owned Balti Wines is to become a sponsor at the England v India cricket one-day internationals later this year.

The five-figure deal, that has not been disclosed, means the Balti wine brand will be exposed to millions of devoted cricket fans around the world.

The brand will be showcased on scrolling TV adverts at the Rose Bowl, Hampshire, on August 21 and the County Ground in Bristol on August 24.

Balti wines will also be featured on advertising hoardings alongside the pitch.

Cricket fans attending the matches will also be offered samples.

Ashraf Sharif, Balti Wines principal, said: "Its good for business for us (to sponsor the event) because of the worldwide exposure.

"Starting with one-day internationals is a gentle step into the market. If it's successful, we'll look to develop more sponsorship opportunities with the cricket authorities."

Balti Wines was launched in 2004 to fill a gap in the market for an ethnic brand of wine to accompany spicy food.

The range of five wines are made in Argentina and the test to match spicy foods was completed by Manchester Metropolitan University.

Sharif has sold around 800,000 bottles and claims to supply 70% of the northwest of England's Indian restaurants and 6% of Indian restaurants nationally.

His range of five wines comes with a chilli rating to advise diners on which wine they should have with their food.

Other contracts for the wine include Gulf Air and P&O Cruises.