Edgbaston unveils new brand with 2016 matches set to deliver £17.7 million economic boost to Birmingham

Edgbaston Stadium has revealed a new brand and logo ahead of an exciting period when its hosts many of the world’s biggest cricket matches.

Edgbaston will host 35 days of major match cricket before the end of 2019, including an Investec Ashes Test Match and five matches in both the ICC Champions Trophy and ICC Cricket World Cup. This year’s hosting of England’s Investec Test Match against Pakistan, Royal London One Day International against Sri Lanka and NatWest T20 Blast Finals Day are expected to deliver a £17.7 million benefit to the local economy.

Its new logo has been developed in partnership with Birmingham-based brand agency VIVA, and is themed on the stadium’s iconic e-shaped floodlights. Additionally, the new website has been developed by Birmingham-based digital design specialists Class Creative and the installation of the branding has been made by Dragon Signs.

Neil Snowball, Chief Executive of Warwickshire County Cricket Club, said:

Edgbaston entered a new era as a leading sports venue when the £32 million Pavilion Stand was unveiled in 2011. It has gone on to become a hub for the local community that is enjoyed by thousands of visitors each year.
Whether visiting to play or watch cricket, or for a conference or event, we want our Members, supporters and guests to feel that they are at a very special venue in the heart of Birmingham.”

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

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.

Neil Snowball, Warwickshire County Cricket Club Chief Executive with Cllr John Clancy, Leader of Birmingham City Council (Credit Jas Sansi)

The £17.7 million projected economic impact for 2016 has been devised by Marketing Birmingham and is based on the likely attendance at each match day and the expected travel and number of overnight stays by spectators.



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