Waitrose has spoken of its plans to communicate in new ways with customers as it starts its three-year term as official team sponsor of England Cricket.

Waitrose will be using the sponsorship to help build brand engagement - from a local, community level around its shops, through to a national level with its myWaitrose initiative - and with a presence at all England matches this summer.

Sixty percent of marketing activity will be focused toward new and existing myWaitrose members. With more than 4.1m myWaitrose club members and 68% of branch sales now made with a myWaitrose card, the retailer is keen to continue developing brand loyalty and reward customers in this way.

This will include myWaitrose presence in-ground at matches, with members encouraged to scan their card to let Waitrose know they are a cricket fan for the chance to win exclusive prizes. Member rewards and benefits range from goody bags and merchandise to the chance to meet cricket players and personalities.

Waitrose shops will be supporting 1,000 Club Open Days, helping to provide food as ECB clubs hold Open Days on international cricket weekends, throwing open their pavilion doors to welcome guests from their community to play and watch cricket.

Food and drink from Waitrose will help clubs host and fundraise from their Open Day, and Waitrose will also register clubs to the myWaitrose scheme for ongoing rewards and benefits. Clubs will be able to register to hold an event from May 19th at www.ecb.co.uk/clubopendays

Waitrose will also be encouraging its staff (Partners) to spend some of their volunteering hours helping out at local cricket clubs or for other cricket related causes in the community, while being paid by the retailer.

For every four or six scored across the entire international summer (England, England Women, England Lions, England Under-19s and all England disability teams), Waitrose will donate £100.00. The resultant funds will be paid in to the Waitrose Small Grants Scheme, which is managed by the England & Wales Cricket Trust (EWCT), and will be accessible to all clubs to apply for funding for their club facilities.

Waitrose will also be sponsoring the Team of the Year Award in the Asian Cricket Awards, as well as two Asian cricket festivals this summer, furthering its support of grassroots cricket.