British iced biscuit firm Biscuiteers has unveiled a series of sporting partnerships this summer including Royal Ascot, Wimbledon, Allianz Twickenham and Henley Royal.
The firm has created a series of vanilla flavoured biscuit pops decorated with Union Jacks, Royal Ascot lettering, horseshoes, trophies and crowns to celebrate Royal Ascot. The biscuits will be available at the shop during the event, as well as for hospitality and VIP gifting.
Biscuiteers has also launched a Royal Ascot themed tin for VIP gifting and retail.
Tom Johnson, head of marketing at Ascot: “We take pride in working with fellow British brands that reflect our dedication to quality and creativity. At Ascot, we’re continually exploring ways to enhance both our corporate and retail experiences.
“Biscuiteers’ exquisitely hand-crafted products are a perfect fit, providing our racegoers with a memorable keepsake of their time at Ascot.”
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For its partnership with Wimbledon, Biscuiteers will be providing biscuits and a patisserie selection for afternoon tea at The Championships. Treats on offer include chocolate tart, lemon choux and mini Victoria sponges. Its tennis collection will be available for purchase online and instore.
Following its partnership with the Henley Royal over Christmas, the company’s products will be retailed by the regatta’s store.
As part of its collaboration with Allianz Stadium, Twickenham, the brand has crafted a range of biscuits, featuring the rose emblem and a impression of the stadium. Letterbox biscuits will be posted out to VIP and partners during some matches and the Autumn Nations.
Harriet Hastings, founder and managing director of the brand, said: “We have an exciting summer ahead for Biscuiteers as we partner with some of Britain’s most iconic names in the luxury sports industry.
“At the heart of these collaborations is a shared passion for craftsmanship, heritage, and unforgettable experiences, values that have defined Biscuiteers since the beginning. Whether it’s centre court or centre field, we’re proud to bring a touch of biscuit magic to moments of true British sporting excellence”.
