Eagle-eyed Sky Sports viewers watching the Twenty20 cricket on Thursday may have noticed a Fragrance Mad banner at the New Road ground. As well as continuing to support Worcester Warriors Rugby Union, we are now a proud sponsor of Worcestershire County Cricket Club.

Unfortunately, the Royals were clearly spending too much time thinking about great fragrance deals, and not enough about clearing the boundary or bowling an inch-perfect off-stump line, and lost out to Nottinghamshire. Perhaps if Moeen Ali (pictured in front of our shiny advertising board) revitalises his beard with some of our expanded TIGI range he’ll fare better in the next New Road fixture: the grudge match against local rivals Warwickshire.