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SBD Global/March 13, 2013/Marketing and Sponsorship

Birmingham's Edgbaston Cricket Ground Set For $6M Re-Branding

Birmingham's Edgbaston cricket ground is set to be renamed in a £4M ($6M) bid to "take the city’s name around the world," according to the BIRMINGHAM MAIL. The arena "will be formally known as the City of Birmingham Edgbaston Stadium" under a 10-year sponsorship deal with the council. The name of Warwickshire Cricket Club’s one-day team "is also likely to be changed from the Warwickshire Bears to the Birmingham Bears as part of the package." The deal will also see £1M ($1.5M)-worth of match tickets given away to Birmingham schools, voluntary groups and cricket clubs and community groups to "encourage children to play more sport." The deal will be worth an estimated £1.1M-a-year to Birmingham "in terms of exposure" (BIRMINGHAM MAIL, 3/12).
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