Banana Kick, the start-up launched by ex-Poulters directors Gary McCall and Nick Goring, has announced its maiden client win, Yorkshire County Cricket Club.

The specialist sports and leisure agency will deliver the club's marketing communications for the next 12 months, dislodging The Whole Caboodle from the account. As well as the incumbent, An Agency Called England and Savvy are also believed to have pitched.

The agency will be working across all media to promote and raise awareness of the biggest events in the club's calendar, including the jewel in its crown – the return of an Ashes Test Match to its Headingley home in August 2009.

Kate Edge, senior marketing manager at Yorkshire County Cricket Club, said: “It’s set to be a very big year for us and it was vital that we have the right agency partner in place. Their understanding and experience of this sector along with their passion for sport made them stand out from other agencies.”

Banana Kick was launched earlier this summer with a remit to specialise in the sports and leisure sectors – and McCall believes the niche approach is already paying dividends.

McCall, pictured (left) with co-director Goring at Headingley, said: “Our appointment demonstrates that our sports and leisure marketing expertise is very attractive to brands operating in the sector.

“We're delighted to be working with Yorkshire County Cricket Club, one of the highest profile sports brands in the country.”

Yorkshire County Cricket Club has a busy calendar for the year ahead hosting an International fixture against Sri Lanka and the sport's domestic trophies – the LV County Championship, Twenty20, Friends Provident Trophy and the Natwest Pro40 league.