Overview
- Lord’s confirmed a three-year hospitality deal with Peroni, the Italian lager owned by Japan’s Asahi, a decision reported on Friday and confirmed across multiple outlets.
- Jeremy Clarkson responded on social media by invoking the 1975 George Davis protest and joking he might put a message on the Lord’s pitch, with no indication he intends any real action.
- Hawkstone was launched in 2021 using barley from Clarkson’s Diddly Squat Farm and has since expanded from a farm-shop product to online sales and supermarket distribution.
- Clarkson has booked a high-profile Hawkstone television advert that is scheduled to run on 17 June in the final ITV ad break before England’s World Cup opener, a move likely to raise the brand’s profile further.
- Hawkstone’s past advertising has drawn regulatory attention after the ASA banned some commercials for explicit language, and the dispute over Lord’s highlights how sponsorship choices can trigger public debate about national identity and venue procurement.