Ashes Test Match set to deliver £26m boost to Birmingham’s coffers
THE return of an Ashes test match to Edgbaston is set to deliver a £26m boost to Birmingham’s economy, the city’s inward investment body has predicted.
Edgbaston Stadium will host the third test match of the Investec Ashes Series next summer and the Warwickshire ground authorities believe the game will attract in excess of 100,000 spectators – a potential record gate for the ground.
Colin Povey, Chief Executive of Warwickshire County Cricket Club, said: “We’re working towards a record five-day attendance for the test match. Day three (Friday) has already sold out and we expect the last few tickets for day four to be snapped up within the next few days.
“The Ashes is one of the greatest sporting contests in the world and we undertook the major redevelopment of Edgbaston to ensure that we stage more of these marquee fixtures in Birmingham and provide a greater opportunity for local people to see the world’s best cricketers.”
The last Ashes test staged at the ground was in 2009, prior to the £32m redevelopment of the ground. In 2005 it staged one of the most memorable tests in Ashes history with England eventually scrapping home by just two runs but setting the home team up for a famous series victory which saw the famous urn return to England for the first time in more than 20 years.
Povey said the test match was just one of the highlights for the ground in what promised to be a busy summer season.
“Edgbaston has a fantastic history of hosting the biggest matches in world cricket, and we’re very excited about the summer of 2015, which also includes England v New Zealand in a Royal London ODI and NatWest T20 Blast Finals Day,” he said.
Emma Gray, Director of Marketing Services at Visit Birmingham, the city’s official leisure tourism programme, said: “Ashes test matches are always special occasions in Birmingham’s summer calendar, helping to cement our reputation as a world-class sporting destination and build on recent, high-profile matches at Edgbaston Stadium including the ICC Champions Trophy final in 2013.
“Sporting events are great opportunities to show off the city’s highlights to visiting fans, dignitaries and a global television audience. With significant investments being made to our transport infrastructure – including the redevelopment of New Street Station – we are creating an even more welcoming backdrop for future England cricket fixtures and showpiece international tournaments.
“We look forward to welcoming thousands of supporters to Birmingham next summer to enjoy a fantastic five days of Ashes cricket in the city, and to make the most of our popular cultural, culinary, retail and accommodation offer.”
The agency has predicted the eventual boost to the economy could be £26.4m and the test match has been included in Marketing Birmingham’s ’15 in 15’ campaign, which highlights 15 major events happening in the city next year. It includes the opening of the £600m New Street Station redevelopment and the arrival of the Rugby World Cup at Villa Park.
The Investec Ashes test match will be the 48th test to have been hosted by Edgbaston. It takes place between Wednesday July 29 and Sunday August 2.
