Cricket bosses to subsidise beer sales

Organisers of the Cricket World Cup are reportedly planning to subsidise beer prices in order to keep fans happy, which could cost around $1 million.

The eleven grounds in England and Wales set to hold Cricket World Cup matches are said to be unhappy with the wholesale price of the official beer – Bira, which signed a five-year sponsorship agreement with the Cricket World Cup – and are worried that they may have to charge $15.50 for a pint of beer.

The World Cup organising committee, not wanting to upset fans and deprive venues of a valuable revenue stream, are supposedly considering a subsidy to keep pints to around the $9.70 mark. The International Cricket Council and English Cricket Board would work together to foot the bill, each contributing around $480,000.