The longevity of the sponsorship provided by Jas Bowman and Sons for Ickleford Cricket Club near Hitchin has been quite incredible.

Most sponsorship deals in sport last for a very limited time - if a sponsor stays on board for more than three years it is quite unusual.

The Ickleford based company have just agreed to continue their sponsorship of Ickleford's cricket balls for a 36th consecutive year.

This must surely be one of the longest continuous sponsorships in any sport. Bowmans were established in 1857 and the current CEO Rory Bowman is the great-great-grandson of the original founder.

Secretary Roy Izzard expressed how delighted the club were with the support Bowmans had given the club.

'"Without the tremendous financial backing from Bowmans Ickleford Cricket Club would not have been able to improve their facilities to their current high level.

"We are extremely grateful to current CEO Rory Bowman and his brother Guy who was his predecessor – and to think it all started when I made a tentative phone call to the company in 1986 hoping for some sponsorship but without any real expectation.

"Every year since I have made one phone call and the sponsorship has been renewed straight away.''

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The deal covers both the adult and junior sections of the club. Bowmans' continued support has helped to transform Ickleford from a small club with just two sides to a thriving club with four Saturday and one Sunday side together with four junior sides.

Indeed Bowmans have not just sponsored cricket balls for Ickleford but have also helped towards the cost of new machinery and renovation of the practice nets.

The total value of the sponsorship is now approaching £38,000 after starting with a modest £210 in 1986.

Bowmans CEO added: "We are delighted to be sponsoring Ickleford Cricket Club for a 36th year.

"We have been in Ickleford as a business for 105 years and have changed a lot recently. We have progressed in to the global food processing industry and are one of the UK's leading food coating companies and a major player worldwide with plants in Poland, Thailand and South Africa.

"Just as we have progressed as a company we are pleased to be supporting Ickleford Cricket Club who are delivering such a vibrant youth programme for girls and boys in the local area.