Warwickshire boosted as Edgbaston basks in the global spotlight

ENGLAND’S ascent to the top of the world test rankings has helped boost the global profile of Edgbaston’s £32m ground redevelopment.

Thousands of visitors flocked to the cricket ground during the Third Test to see England demolish India by an innings to become the number one team in the world.

Warwickshire County Cricket Club said it had targeted 86,000 spectators for the game but in the event, more than 93,000 had headed through the turnstiles – despite the game ending more than a day early.

The club has predicted the game could raise revenues of around £3.5m, while estimates are the benefits to the city’s economy could top the £6m prediction prior to the game.
 
James McLaughlin, commercial director, Warwickshire County Cricket Club, said: “There’s a real feel-good factor around – it’s fantastic. We have been inundated with compliments and it’s very encouraging.

“People who visited the ground during the game have said they want to come back. We now want to raise expectations and move beyond who England are playing to making it all about the venue.

“Corporate Birmingham has been very supportive and the amount of business done has been very good. It was all well and good saying we were going to do this, but we had to deliver on what we had promised and I’m pleased to say that we’ve done this.”

The club is hoping that the T20 Finals day later this month will be another showpiece event for the ground and Mr McLaughlin said bookings were already strong.

Warwickshire has been so pleased with the success of the event it is already bidding for Ashes tests in 2013 and 2015 and also wants to host a game the next time India tour.

However, the impact of the game went far beyond the economic benefits. It succeeded in showing off the best of Birmingham during what was a very tragic period in city’s history.

“We think it may have deflected a little attention away from what was happening and shown Birmingham in a positive light,” added Mr McLaughlin.