Jaguar signs Edgbaston sponsorship deal
WARWICKSHIRE County Cricket Club has secured a major sponsorship deal over naming rights for the £30m redevelopment of its Edgbaston ground.
The club has announced the signing of a three-year sponsorship deal with Jaguar to become the official naming rights partner to the ground’s premium hospitality lounge.
The Jaguar Club, as the new lounge will be known, is due to launch next summer once the redevelopment of the pavilion stand is complete.
The development programme will see the construction of a new stand, which is set to expand seating capacity to 25,000, together with new conferencing and events facilities.
James McLaughlin, WCCC’s commercial director, 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, 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 the sponsorship deal, the club is organising two showcase events for the Birmingham business community.
The Jaguar Club is billed as the crème da le crème of corporate packages and to retain exclusivity, just 100 memberships will be available.
The club will be hosting special events for the business community to drum up support for the corporate packages.
Mr McLaughlin said: “Members of the Jaguar Club can expect an amazing customer experience – world class standards in a world class stadium.”
A key aim of the redevelopment is to ensure Edgbaston continues 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, is thought to have helped attract the attention of premium brands, such as Jaguar.
