Friday 18 April 2008 

£100k Business Boost For Worcestershire CCC

Advantage West Midlands has agreed a £100,000 sponsorship contract with Worcestershire County Cricket Club which will see the regional development agency support a series of international matches and prominent domestic games over the next two years.

Worcestershire CCC is one of the strongest international sport leisure brands in the region and the sponsorship agreement will enable Advantage West Midlands to promote the “The Heart of England – the West Midlands Region” on a world platform.

The funding is also an important boost to the local Worcestershire economy which was devastated by flooding in 2007. Cricket at New Road attracts thousands of fans every year and the club is a key hub of trade that generates spend across the tourism, food, retail and hospitality sectors.

Mark Pearce, Corporate Director for Economic Regeneration at Advantage West Midlands, said: “The New Road cricket ground, with its dramatic backdrop of the spires of Worcester Cathedral, is one of the iconic West Midlands regional images regularly portrayed by the print and broadcast media in the UK and across the globe.

“After the extensive media coverage of the floods in 2007, our sponsorship of Worcestershire CCC will give us the opportunity to give a clear message that Worcester and the wider West Midlands region is open for business and is an attractive environment in which to invest, work, learn, visit and live.

“Through advertising at international and domestic matches at New Road, Advantage West Midlands will promote the region’s tourism strengths, inward investment achievements and the work of the Central Technology Belt.

“We will also invite inward investment contacts – particularly from the Australian and Indian markets – to matches at the ground and discover more about our vision of making the West Midlands a global centre where people and businesses choose to connect.”

Mark Newton, Chief Executive at Worcestershire CCC, said: “The club lost over £1 million as a result of last year’s flooding and the sponsorship support from Advantage West Midlands over the next two years will help us hugely in our business recovery plan.

“We made the initial approach for funding support and the Agency reacted quickly, understanding the problems that we were going through and showing flexibility in coming up with a solution.

“New Road is one of the most beautiful cricket grounds in the world and there is no way we would ever want to move away.

“It attracts thousands of fans every season and plays a major part in the Worcester economy.

“But last year’s flooding meant that local hotels, bars and shops all lost trade as a result of match cancellations. The addition of Advantage West Midlands to our sponsorship portfolio will not just rejuvenate Worcestershire CCC and its supporters – it will also help rejuvenate the local economy.”