Ask.com had no qualms about firing the very English butler Jeeves from his job as the search engine’s figurehead, but the company has now ventured into a new area that embodies quintessential Britishness: cricket.
Ask.com has become an official partner of the English cricket team, with the sponsorship agreement including exclusive cricket content and commentary on an Ask.com microsite, online cricket games, competitions and ticket giveaways. Ask.com will maintain a presence at the Test and one-day international cricket grounds throughout the summer. Fridays at the cricket grounds have been dubbed “Ask.com Fridays”, and Ask.com will also sponsor Q&A sessions with players of the English squad.
Rachel Johnson, who is responsible for Ask.com’s European marketing, gave the following background information: “For us cricket was a natural choice – both our brand and the sport have recently ‘re-launched’ and are entering new eras, gaining momentum and attracting new audiences. Our sponsorship of the England Cricket Team gives us the chance to use our online expertise to bring something fresh and exciting to fans. As a brand we urge people to Ask.com and Get and we plan to use our sponsorship to really get behind cricket and provide ways for supporters to get more from their love of cricket.”
Time will tell if this new partnership will help users get over the loss of butler Jeeves, who is still sorely missed (check out the comments on our blog article about the topic).
You can find Ask.com’s microsite at http://www.ask4cricket.com/. If you want to find out more about the game of cricket, wikipedia’s entry on the topic is a good place to start. But be prepared to be patient – I’ve been trying to understand cricket for the past eight years and still don’t quite get it (despite the best efforts of my husband!).