Even if England’s cricketers "lose all their matches during this year’s Ashes," it will be "the most profitable tour yet for the Barmy Army, the supporters’ group that follows the team," according to Murad Ahmed of the FINANCIAL TIMES. Barmy Army co-Founder Paul Burnham, a former British Airways exec, "created clothing bearing the Barmy Army name as mementos" during the '94-95 Ashes series. After selling nearly 2,000 items in 20 days, he and co-Founders David Peacock and Gareth Evans "trademarked the term." Burnham: "It probably wasn’t the most sensible name, but 20-odd years down the line, it’s got some street cred. Like anything with cricket, it’s taken its time to get established. But now it’s there, it has some infrastructure. What we’re trying to do is take it more seriously, more professionally." The Barmy Army "has expanded steadily over the years, becoming a small company" that helps organize tours for England cricket supporters. In '09, it formed a partnership with Barmy Travel, which has taken "about 1,300 clients to Australia this year." The Barmy Army "takes a small cut" from its role in organizing tours and "makes additional revenues through membership fees" -- £30 ($40) per year for its "First Class" package -- merchandising and sponsorship. Though its turnover is "too small to require a comprehensive statement to Companies House," Burnham said that revenues "are in the tens of thousands of pounds" (FT, 12/13).
