Jaguar agrees Edgbaston deal 20/07/2010 |
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Jaguar has signed a three-year deal with Edgbaston Cricket Ground to become the official naming rights partner of the venue’s new premium hospitality lounge.
The area, which is due to open in the summer of 2011, will be known as the Jaguar Club.
Edgbaston is currently undergoing a £30m redevelopment that will see a new stand built to extend the capacity to 25,000.
James McLaughlin, commercial director at Edgbaston, said: “This is the first major sponsorship deal we have secured, linked to our new stadium development. To have Jaguar on board for three years is great news for the club [Warwickshire] during what is already an exciting time. The deal brings together two great names from the Birmingham region. We look forward to announcing further exciting initiatives in the near future.”
Geoff Cousins, managing director of Jaguar UK, added: “We are thrilled to be associated with Warwickshire County Cricket Club. Just like Jaguar, WCCC has a great heritage with ambitious plans. Its home ground, Edgbaston, is renowned throughout the cricket-playing world and has provided the backdrop to some of the greatest moments in the game’s history.
“The sponsorship forms part of our long term commitment to British sport under the umbrella of the recently launched Jaguar Academy of Sport. This aims to recognise, celebrate and inspire the very best of British sporting talent and success.”
The Jaguar Club is billed as the crème da le crème of corporate packages and consequently, just 100 memberships are available. James McLaughlin concludes: “Members of the Jaguar Club can expect an amazing customer experience - world class standards in a world class stadium.”
A key aim of Edgbaston is to attract high profile international fixtures, such as last year’s Ashes Test, which saw the club generate record profits. The exposure, boosted by a number of key international matches secured this year, clearly helped attract the attention of premium brands, such as Jaguar, in the Midlands.
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