IBC Buying Group has announced a new strategic two-year partnership with Middlesex County Cricket Club (MCCC).

According to IBC, the partnership represents a deliberate investment in brand visibility, commercial growth and long-term relationship building. More than a traditional sponsorship, the collaboration has been designed as a structured platform to support IBC’s wider business development strategy while contributing to Middlesex Cricket’s commercial ecosystem.

Lord’s is synonymous with excellence, heritage and international reach. By partnering with Middlesex, IBC aims to position itself within an environment that attracts influential audiences, senior decision-makers and a broad, engaged sporting community.

The agreement provides IBC with a year-round engagement platform, including premium hospitality experiences at domestic and international fixtures, branded presence at high-profile matches, and corporate integration within the Middlesex business network.

Through this, IBC aims to strengthen existing client relationships, create high-value new business conversations and increase overall market visibility.

The partnership combines in-venue exposure with digital amplification. IBC will collaborate with Middlesex on co-created digital content and benefit from direct engagement with the Club’s member and supporter database. A dedicated brand page on the Middlesex Cricket website will further extend reach and drive traffic to IBC’s own digital platforms.

This integrated approach ensures the partnership delivers both brand-building and measurable commercial opportunity.

A key element of the partnership will be community-focused initiatives such as: 

  • Ticket giveaways and fan competitions, creating opportunities for customers, partners and local community groups to experience cricket at Lord’s.
  • Community event participation, supporting grassroots engagement and helping to widen access to the game.
  • Promotional activity linked to key fixtures to drive excitement, inclusion and wider brand awareness.

These initiatives reflect a shared commitment to making the partnership meaningful not just commercially, but socially by creating memorable experiences and giving back to the wider cricket community. At its core, the collaboration reflects shared values between the two organisations performance, ambition and a commitment to sustainable growth.

Vick Patel, IBC Buying Group CEO, said: "This partnership with Middlesex Cricket is about far more than matchday presence. It’s about aligning our brand with excellence and creating a platform that supports meaningful business engagement.

"Lord’s offers a unique environment to build relationships, increase visibility and generate commercial momentum. We see this as a long-term strategic collaboration that will deliver measurable growth."

Jon Fish, Commercial Director of Middlesex Cricket, commented: "We are delighted to welcome the IBC Buying Group as a key club partner. Their forward-thinking approach to leveraging cricket as a commercial platform aligns strongly with our vision for impactful, modern partnerships, helping to make cricket accessible to all.

"We look forward to working closely together with their team across the season and sharing some memorable moments, both on and off the pitch."