Jaguar boosts associations with cricket through club sponsorship deal

Jaguar has signed a three-year sponsorship deal with Edgbaston Cricket Ground, becoming the official naming rights partner to the ground’s premium hospitality lounge and boosting its association with cricket.

Under the deal, the lounge will be renamed The Jaguar Club, and will launch in summer next year.

The Edgbaston Ground is currently undergoing a £30m redevelopment programme comprising the construction of a new stand set to expand seating capacity to 25,000 and new conferencing and events facilities.

James McLaughlin, commercial director at Edgbaston Cricket Ground, says: “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 during what is already an exciting time. The deal brings together two great names from the Birmingham-city region. We look forward to announcing further exciting initiatives in the near future.”

Geoff Cousins, managing director of Jaguar UK, adds: “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. 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.

Last month, the England and Wales Cricket Board (ECB) signed a four-year sponsorship deal with Jaguar.

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