Adult soft drinks brand J2O and world-renowned cricket team Lashings World XI, have announced their partnership for the 2026 season.
Now entering its second year and a third year of collaboration with the Carlsberg Britvic family, the partnership unites world-class cricket with the soft drink brand.
For decades, Lashings World XI has brought together some of the biggest legends in cricket, thrilling crowds with entertaining matches and an enduring passion for the game.
A highlight of the continued partnership will be a cricket festival on 18 June, supporting Carlsberg Britvic’s chosen charities, Only A Pavement Away and - for the first year - in partnership with the Lashings, PoTS UK, in honour of Carlsberg Britvic colleague, Patrick Viles.
The PoTs charity supports and educates patients, family, friends and healthcare professionals within the UK about this under-recognised and commonly misdiagnosed condition by sharing up-to-date evidence and resources. Patrick Viles sadly passed away in 2024, and Carlsberg Britvic held a T20 match in his honour last year, in support of the charity.
Only a Pavement Away provides vital support, training and employment pathways to vulnerable individuals within the hospitality industry, including those facing homelessness, poverty and social exclusion.
Lashings World managing director, Dave Fitzgerald, said: “We’re over the moon to welcome back J2O as our official sponsor, and the Carlsberg Britvic family. Their iconic, fun brand aligns perfectly with ours, and together we unite world-class cricket, entertainment and fundraising.”
Ben Parker, VP sales and off-trade at Carlsberg Britvic, added, “RWe’re delighted to be raising money for PoTs UK in honour of our colleague, Patrick Viles. Lashings is a team that embodies passion, fun and excellence, making them the ideal match for J2O.”
J2O branding will appear on the Lashings World XI official playing kit worn by cricket legends throughout the year.
Fans can look forward to a range of exciting activations, including exclusive competitions, behind-the-scenes content, and special match-day experiences, all designed to bring them closer to their cricketing heroes.
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