The Company supports customers and consumers through specific branded activity and also the community through sponsorship of environmental, cultural and sports related activities. The principal community projects are the Ure Salmon Trust, a programme aimed at the restoration of the River Ure (that runs through Masham) as one of the finest wild salmon rivers in England; The Old Peculier Crime Writing Festival, the biggest of its genre and sponsorship of the Theakston Nidderdale Cricket League, the biggest village cricket league in the World. The Masham brewery site is home to the Theakston Visitor Centre which is open all year round to members of the public. Guided tours of the brewery occur daily.