Edgbaston Stadium and Birmingham Airport have extended their commercial partnership for a further 12 months following a highly successful first term.
After establishing the partnership in August 2017 with branding on the back of Birmingham Bears playing shirts and within the stadium bowl, Birmingham Airport worked closely with Edgbaston last month on a bespoke commercial activation to celebrate Air India’s fifth anniversary of flying from the West Midlands.
This activity saw Edgbaston’s 3,700-capacity West Stand jointly branded for Air India and Birmingham Airport during England’s 1,000th Specsavers Test match, which took place at the Birmingham venue in early August. The package also included hospitality during the fixture, which England won famously by 31 runs.
Gareth Roberts, Commercial Director at Edgbaston, said: “The team at Birmingham Airport recognise and have been very proactive in maximising the opportunities presented some of the biggest fixtures in world cricket.
“With the ICC Cricket World Cup and Specsavers Ashes series coming to Birmingham next year, these opportunities are only heightened.
“We’re thrilled to secure this one-year extension to our partnership. Birmingham Airport is one of the most recognisable brands in the West Midlands and has been an outstanding partner to work with.”
Edgbaston hosts five games in the ICC Cricket World Cup 2019, including the marquee fixture between England and India on 30 June and a semi-final on 11 July. It also hosts the first Test of next summer’s Specsavers Ashes series between England and Australia from 1 August, and stages Vitality Blast Finals Day on 21 September.
Tom Screen, Aviation Director at Birmingham Airport commented: “We are pleased to announce Birmingham Airport will be working alongside Edgbaston Stadium for another year. The first term of the partnership was truly exciting, creating several opportunities for both Birmingham Airport and Edgbaston stadium. The activity around England’s 1,000th Specsavers Test match is testament to how well both businesses can work together and next year set to be just as, if not more thrilling.
“Birmingham Airport is the gateway to the region and with such large events coming to Edgbaston Stadium in 2019, we look forward to continuing to work together.
“As we move into the next term of the partnership, we hope to see our relationship with Edgbaston Stadium only strengthen further.”