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.