Leicestershire County Cricket Club and Ambassador Cruise Line sign multi-year Partnership
Fri 23 Oct 2026
New commercial agreement sees affordable quality cruise line receive brand and marketing exposure at the Uptonsteel County Ground and provide exclusive offers to Members and supporters
Ambassador Cruise Line, the affordable quality cruise line dedicated to offering guests the warmest welcome at sea, has been named an Official Partner of Leicestershire County Cricket Club following the signing of a multi-year Partnership agreement.
Founded in 2021, Ambassador offers authentic no-fly cruise experiences primarily aimed at the over-50s market, combining amazing entertainment, outstanding cuisine and exceptional service with affordable quality on no-fly and fly-cruise itineraries aboard its three-ship fleet: Ambience, Ambition and Renaissance.
The Partnership with Leicestershire County Cricket Club will see Ambassador receive brand and marketing exposure at the Uptonsteel Grace Road County Ground, including pitch-side branding, as well as features in the Club’s matchday guide. Ambassador will also reach Members and supporters through the Club’s website, social media channels and dedicated email communications, introducing its ships, regional departure ports and range of sailings.
From the 2027 season, Ambassador will become Leicestershire’s Exclusive Cruise Line Partner and headline sponsor a Metro Bank One Day Cup fixture. The cruise line will have opportunities to engage with fans at selected home matches, while additional branding around the ground, big-screen advertising and digital activity will extend its presence throughout the season, alongside opportunities to create content with Leicestershire players.
As part of the agreement, Ambassador will provide exclusive offers on its range of sailings to Leicestershire Members and supporters. Supporters will be able to enjoy 5% off all sailings, while Members will receive a 5% discount plus £50 on board credit. Booking codes and full terms and conditions will be shared through the Club’s communications.
The Partnership announcement comes ahead of former Leicestershire and England cricketer Jonathan Agnew joining Ambassador’s Cricket Legends Festive Getaway later this year. Departing London Tilbury aboard Ambience on 13 December 2026, the five-night sailing will see ‘Aggers’ joined by former England captain Graham Gooch, Ashes winner Graeme Swann, former England international Angus Fraser and Test Match Special commentator Henry Blofeld and broadcaster Garry Richardson. Calling at Bremerhaven, IJmuiden for Amsterdam and Zeebrugge for Bruges, the themed cruise will offer guests the chance to meet and greet the cricketing legends and hear their stories through bespoke stage shows, ‘Audience With’ sessions and a very special sports quiz.
“We are delighted to be partnering with Leicestershire County Cricket Club, a club with a proud history and a loyal community of Members and supporters,” said Gordon Nardini, Chief Marketing Officer, Ambassador Cruise Line. “Many of our guests are passionate cricket fans, and this Partnership gives us a fantastic opportunity to connect with Foxes supporters and introduce them to Ambassador’s affordable quality sailings.
“We’re looking forward to meeting fans at the Uptonsteel Grace Road County Ground, offering Members and supporters exclusive benefits and building a Partnership that brings cricket and cruising together. With former Leicestershire player Jonathan Agnew joining us for our Cricket Legends Festive Getaway this December, there is already a particularly fitting opportunity to welcome Foxes fans on board and show them why we’re known for our famous ‘warmest welcome at sea’.”
Hugh Cochrane, Commercial Partnerships Lead, Leicestershire County Cricket Club, said: “We are delighted to welcome Ambassador Cruise Line as an Official Partner. Their focus on providing memorable experiences and warm, friendly service makes them a strong fit for our Club and our supporters.
“The Partnership will provide added value for Members and fans through exclusive cruise offers, while Ambassador’s activity at the Uptonsteel County Ground will give supporters plenty of opportunities to engage with the brand. We look forward to working closely together over the coming seasons.”
With more UK departures than any other cruise line, Ambassador’s no-fly fleet, Ambience and Ambition, sail from seven regional ports to destinations including the Norwegian fjords, the Mediterranean and the Canary Islands.
Ambassador also offers a winter Caribbean fly-cruise programme aboard its third lady of the sea, Renaissance. With a homeport in Bridgetown, Barbados, the ship operates 14-night Caribbean sailings for British guests, with direct Virgin Atlantic charter flights from London Heathrow and Manchester. Ambassador recently launched its 2027/28 and 2028/29 winter seasons, each offering eight 14-night fly-cruises and two repositioning sailings between the UK and Barbados.