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All posts tagged Edgbaston

2019 has been a memorable summer for sport in the UK, with a plethora of events encompassing different sports and attracting fans from around the world.

Arguably, since 2012, never has the UK been such a focal point for summertime sports with the country hosting two World Cups (netball and cricket), two Major League Baseball fixtures and the Ashes contest, alongside the all-time British classics of The Open, Wimbledon, Ascot and the Grand Prix.

Nuno Guerreiro, principle at HOK Sport and Entertainment says that fundamental to the success of this year has been the locations. He said:

Whilst M&S Bank Arena, Royal Portrush and the London Stadium aren’t exactly new, they have yet to acquire the international renown enjoyed by the iconic venues of Wimbledon, Lords, Ascot and Silverstone; that said, they all delivered unequivocally.

Probably the venue facing the biggest challenge was Royal Portrush; not only did it have the weight of expectation of being the first Northern Irish host to The Open in 70 years, bringing its infrastructure in line with the expectation of tournament stakeholders and 237,750 sophisticated golf fans for the four-day spectacle was quite some task.

The expectations inherent amongst stakeholders using a venue are not to be underestimated; organisers, sponsors, the media, athletes and fans have widely varying and exacting needs. These can vary from state-of-the-art media centres and broadcast facilities, a selection of corporate hospitality options, a range of fan food and beverage concessions, fan entertainment areas (to meet the ever-growing demands of social media) and impressive player facilities – spanning discrete warm up areas, treatment rooms, changing facilities and lounges.

With established grounds, there is often the need to retrofit technology – hence the historic issues with services such as WiFi – but even modern venues face unexpected challenges, as anyone who has hosted VVIP guests or completely new sports can attest.

Whilst the results of home nations teams were varied, the summer has been hailed as a great success. Even a quick look at the figures behind the fixtures show what a mammoth task it was and with this in mind, the UK sports sector can probably take a moment, with a lot of pride, to reflect on what it has achieved.

Event Venue Attendance Ave Ticket Price Participating Athletes Hours of Sporting



World Cup


Bristol, Cardiff, Durham, Edgbaston, Hampshire, Headingly, Lords, Old Trafford, Taunton, The Oval, Trent Bridge, 800,000 £86 150 384 hours 41 days
MLB London Series


The London Stadium 118,718 £168 52 6 hours 2 days
Netball World Cup


M&S Bank Arena, Liverpool 125,000 £39 192 60 hours 10 days
Royal Ascot Ascot Racecourse 292,719 £56 509 horses

94 jockeys


2 hours, 15 minutes 5 days
The Ashes Edgbaston, Lords, Headingly, Old Trafford, The Oval 483,800 £100 31 130 hours 23 days
The Open


Royal Portrush 237,750 £68 156 50 hours 4 days


All England Lawn Tennis and Croquet Club 500,397 £99 864 1092 hours, 45 minutes 13 days

*Figures calculated based on price brackets and averages not volumes

Image: The band of the Scots Guards entertains fans during a lunch break in the Ashes Test at The Oval.


Birmingham’s Edgbaston Stadium has unveiled a new brand identity ahead of an exciting period that will see the legendary venue host many of cricket’s biggest fixtures, including the ICC Cricket World Cup, the Investec Ashes Series and the ICC Champions Trophy.

The new logo, which has been designed in partnership with Birmingham-based agency VIVA, has been themed on Edgbaston’s iconic e-shaped floodlights, with the new website for the venue ( also unveiled by Class Creative.

Gareth Roberts, Commercial Director at Warwickshire County Cricket Club, said:

The recent £32m redevelopment of our Pavilion End at Edgbaston was designed to ensure that the stadium would regularly host the world’s biggest cricket matches. With these fixtures awarded and fast approaching, it’s essential that we have a brand that our visitors can recognise, but also have supporting messages around the stadium which highlight what a special venue Edgbaston is.

We have ambitions to be the world’s leading cricket business and as part of our brand redevelopment we have unveiled our new performance pyramid, of passion, preparation and performance, which will help staff deliver a special experience to our visitors in attendance.

The new Edgbaston brand is clearly visible from the front of the stadium with a giant (10ft) illuminated ‘e’ installed by the venue’s official partner Dragon Signs. Inside the main reception, a timeline of Edgbaston and Warwickshire CCC history has been mounted on either side, with more moments in history displayed around the stadium.

Last summer’s hosting of the third Investec Ashes Test Match saw Edgbaston nominated for ‘Best Entertainment Experience’ at the upcoming BT Sport Industry Awards. Overall, the venue hosts 35 days of major match cricket over the next four years with Marketing Birmingham expecting this year’s fixtures to generate a £17.7m impact on the local economy.

Councillor John Clancy, Leader of Birmingham City Council, said:

Edgbaston is a key part of the sporting and cultural offer in Birmingham, helping to put our city firmly on the global sporting map. And thanks to major events like the ICC Champions Trophy and ICC Cricket World Cup, Edgbaston also continues to plays a big part in our visitor economy.

In 2016 Edgbaston will host the England cricket team in a Royal London One-Day International against Sri Lanka on 29 June and an Investec Test Match against Pakistan from 3 August. It will also host the marquee day in domestic cricket, with NatWest T20 Blast Finals Day on 20 August.

Edgbaston Brand lighting. Picture by Sam Bagnall

Edgbaston Brand lighting: The illuminated ‘e’ outside the ground. Picture by Sam Bagnall.

Main pic: Neil Snowball, Warwickshire County Cricket Club Chief Executive, Dougie Brown, Warwickshire County Cricket Club Director of Cricket, Henrik Court, Birmingham Chamber of Commerce Events & Marketing Director, Chris Woakes, Warwickshire CCC and England all-rounder (credit: Sam Bagnall)




Birmingham’s Edgbaston Stadium has been officially recognised for having the best atmosphere of UK cricket venues in a study of all match days in 2015 undertaken by the England & Wales Cricket Board (ECB).

The atmosphere on the third day of last summer’s Investec Ashes Test Match at Edgbaston received a score of 9.5 out of 10 by the spectators in attendance, which was the highest score of any international fixture or final played in the summer of 2015.

Gareth Roberts, Commercial Director at Warwickshire County Cricket Club, said:

The atmosphere at Edgbaston is world-renowned and differentiates the stadium from any other cricket venue in the country. We are very proud that the atmosphere is ranked by the spectators in attendance as the best in the country.

In recent years we have invested in all elements of our match day experience to ensure that our spectators have a memorable day out at Edgbaston. This has included operating shuttle buses from the city centre, improving parking facilities around the stadium, an increased food and drink offering and more entertainment around the bowl of stadium.

It’s fantastic to see this investment recognised in the scores given by spectators who attended our matches in 2015, and we hope that this will lead to many fans returning in the new season.

The ECB issues post-match surveys to ticket buyers of all UK international and NatWest T20 Blast games, with an opportunity to score 10 elements of the match day experience, including atmosphere, seating, public announcements and the food and drink offering.

Steve Elworthy, ECB’s Director of Events said:

Putting fans at the heart of the game is one of the ECB’s key priorities and the atmosphere at Edgbaston last summer shows how passionate people are about this sport.

The team at Edgbaston are to be congratulated on tapping into this passion and the needs of their community in order to deliver a great event for everyone involved.

It is vitally important for all sports fans to know they are going to be offered a fantastic experience when they come to a cricket match.

This summer, Edgbaston hosts England in the Royal London One-Day International (ODI) on Friday 24 June and the Investec Test Match against Pakistan from Wednesday 3 to Sunday 7 August. Edgbaston also hosts the NatWest T20 Blast Finals Day on Saturday 20 August.


Image: Spectators in Edgbaston’s iconic Eric Hollies Stand during the Investec Ashes Test Match. BIRMINGHAM, ENGLAND – JULY 30, 2015: During day two of the 3rd Investec Ashes Test match between England and Australia.  (Photo by Sam Bagnall – AMA/Getty Images)


Our forthcoming Q1 edition will include a special roundtable featuring a number of industry experts from global sports venues – including Melbourne Cricket Ground, Sydney Cricket Ground and Twickenham – discussing the latest initiatives and solutions to optimise Fan Engagement and the Fan Experience.


Warwickshire County Cricket Club has announced 2014/15 as a record financial year for the Club with year-on-year turnover up 47 per cent, to GBP£18.3m, and EBITDA* more than doubled (122 per cent), to £3.7m.
The Club has now increased turnover and EBITDA in the last three financial years, with the latest results impacted by Edgbaston hosting the Third Investec Ashes Test Match last July, which led to increases in ticketing, catering, hospitality and merchandise revenues.
However, in addition to the programme of major match cricket, substantial increases of 43 per cent in revenues and 86 per cent in attendances in domestic T20 cricket have also been revealed, where the Club is represented as Birmingham Bears.
Neil Snowball, Chief Executive of Warwickshire County Cricket Club, said:
Whilst hosting an Ashes Test Match is a great opportunity, the Club had to work very hard to maximise this opportunity; activities included the installation of a temporary stand to give even more spectators a chance to watch the match and new travel and catering initiatives that made the spectator experience more enjoyable.
It is also very encouraging to be rewarded for the increased investment in T20 cricket. The regular opportunity to watch Birmingham Bears play on a Friday night and allowing under 16s in for free has made T20 cricket at Edgbaston a very exciting proposition, and we have ambitious plans to grow further in 2016.
Edgbaston will host England on two occasions in 2016, with a Royal London One Day International (ODI) against Sri Lanka on Friday 24 June and an Investec Test Match against Pakistan between Wednesday 3 and Sunday 7 August. The stadium will also host the biggest day in domestic cricket, with a NatWest T20 Blast Finals Day on Saturday 20 August.
Gareth Roberts, Commercial Director at Warwickshire CCC, said:
Whilst we achieved record commercial success in 2014/15, we have also received our best ever customer feedback scores; these are from surveys that are sent out to each customer that has purchased tickets for our international and domestic T20 matches to rate their experience.
Our Members and supporters are at the heart of everything that we do and we are constantly looking at new ways in which we can make their experience of cricket at Edgbaston even more enjoyable and easier to access, whether that’s shuttle buses from Birmingham city centre to the stadium or a wider choice of food and drink outlets.
The special atmosphere that supporters generated at our 2015 international match days was highly commended by several players in 2015 – including Alastair Cook and David Warner. This atmosphere differentiates Edgbaston from any other cricket venue in the UK and makes our match days a very special experience. We’re delighted to have such an exciting programme of fixtures to recreate this in the coming years.
Edgbaston will host 35 days of major match cricket from 2016 to 2019, with an Investec Test Match confirmed each year, including the return of the Ashes in 2019. Edgbaston will also play a prominent role in the hosting of two global tournaments by hosting five matches – including a semi-final – of both the ICC Champions Trophy and ICC Cricket World Cup in 2017 and 2019 respectively.
*EBITDA – Earnings before interest, tax, depreciation and amortisation.
Image: Edgbaston accommodated 24,550 supporters on each day of the third Investec Ashes Test Match in July 2015.