Edgbaston Secures Sponsorship Deal With Jaguar

• 29/06/2010

Edgbaston Cricket Ground has announced that it has signed a three year sponsorship deal with Jaguar, becoming the official naming rights partner to the ground’s premium hospitality lounge, The Jaguar Club, due to launch summer 2011.

The Edgbaston Ground is currently undergoing a £30m redevelopment programme comprising the construction of a new stand set to expand seating capacity to 25,000 and new conferencing and events facilities. Due to open in July 2011, the new stand buildings will also include the premium 200 cover hospitality suite, The Jaguar Club.

James McLaughlin, commercial director at Edgbaston Cricket Ground, said: “This is the first major sponsorship deal we have secured, linked to our new stadium development. To have Jaguar on board for three years is great news for the Club during what is already an exciting time. The deal brings together two great names from the Birmingham-city region. We look forward to announcing further exciting initiatives in the near future.”

Geoff Cousins, managing director of Jaguar UK, commented: “We are thrilled to be associated with Warwickshire County Cricket Club. Just like Jaguar, the WCCC has a great heritage with ambitious plans. Its home ground, Edgbaston, is renowned throughout the cricket-playing world and has provided the backdrop to some of the greatest moments in the game’s history.

“The sponsorship forms part of our long term commitment to British sport under the umbrella of the recently launched Jaguar Academy of Sport. This aims to recognise, celebrate and inspire the very best of British sporting talent and success.”

To mark this exciting new chapter for Edgbaston, the Club is organising two showcase events for the Birmingham business community. Hosted by chief executive, Colin Povey, and taking place on Thursday 1st July and Wednesday 7th July, guests will be able to learn more about the new facilities and watch an exclusive fly-through premiere of the completed stadium. Details on the new corporate packages will also be available along with information on the brand new Jaguar Club.

The Jaguar Club is billed as the crème da le crème of corporate packages and consequently, just 100 memberships are available. James McLaughlin concludes: “Members of the Jaguar Club can expect an amazing customer experience – world class standards in a world class stadium.”

A key aim of Edgbaston is to attract high profile international fixtures, such as last year’s Ashes Test, which saw the club generate record profits. The exposure, boosted by a number of key international matches secured this year, clearly helped attract the attention of premium brands, such as Jaguar, in the Midlands.

If you’re keen to find out more about the Jaguar Club and would like to attend the event, please email info@newedgbaston.com. For further information about Edgbaston International cricket ground, contact the switchboard on 0844 635 1902.