Edgbaston Cricket Ground

What Edgbaston Cricket Ground does

Edgbaston Cricket Ground is a UK cricket venue and operating business headquartered in Birmingham, incorporated as Warwickshire County Cricket Club Limited. Since 1885 the 12-acre site has hosted first-class and international cricket, including Test matches since 1902, and is home to the Warwickshire Bears men's and women's teams and the Birmingham Phoenix (The Hundred franchise). The company operates a multi-revenue-stream business: ticketing and memberships (Secutix-powered online shop and Edgbaston App for iOS/Android), premium hospitality through Keith Prowse and Seat Unique, conference and events hire, training and coaching at the year-round indoor Edgbaston Cricket Centre (eight-lane nets, BOLA bowling machines), retail via Store '94, and community outreach through the wholly-owned charitable Warwickshire Cricket Foundation. Commercial lead partners include Haier, Skechers, Vertu Motors and Castore, with official partners across beverages (Molson Coors), betting (Dafabet), delivery (Uber Eats) and travel (Ambassador Cruise Line, Intercity).

Name

Edgbaston Cricket Ground

Legal name

Warwickshire County Cricket Club Limited

Website

https://edgbaston.com

Company type

Private

Founded year

1882

Operating status

Operating

Headcount range

101–250 employees

Short description

Edgbaston Cricket Ground is a Birmingham-based cricket venue operated by Warwickshire County Cricket Club, hosting domestic, international and Hundred matches alongside hospitality, conferences, retail, training and community programmes for fans, corporates and local participants.

Ownership category

akta.pro rank

Product category

Sports Venue & Live Events

NAICS

Spectator Sports (7112)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industries

Cricket Leagues (MPAKAAAF), Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF)

Keywords

• Cricket stadium venue
• Live cricket events
• Matchday hospitality
• Ticketing and memberships
• Cricket coaching facility

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Revenue from domestic cricket matches (Vitality Blast, County Championship, One Day Cup), international fixtures, and major events. Online sales through tickets.edgbaston.com and physical ticket office.
2. Memberships: Annual and seasonal memberships providing access to matches, priority booking, and member-only facilities. Includes auto-renewal scheme.
3. Hospitality and VIP Experiences: Premium matchday packages including private suites, award-winning food and drink, inclusive drinks packages. Also includes Seat Unique Terrace premium rooftop seating.
4. Conference and Events Venue Hire: Conference and events sales team (8.30am-6pm Monday to Friday) providing event spaces for corporate and private functions. Events website at edgbaston.com/events.
5. Edgbaston Cricket Centre: Indoor training facility with eight lanes of nets, AstroTurf floor, eight BOLA bowling machines. Revenue from net hire, coaching sessions (one-to-one and group), and courses (Mini Bears ages 5-8, Hardball ages 8-11).
6. Retail - Store '94: Merchandise sales through physical store and online shop at shop.edgbaston.com
7. Donations and Fundraising: Warwickshire Cricket Foundation accepts donations to support community cricket programmes across Warwickshire and Birmingham. Monthly prize draw partnership with Raise Your Game.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Edgbaston is a cricket ground and stadium operated by Warwickshire County Cricket Club that hosts domestic and international cricket matches. It sells tickets, memberships, hospitality and VIP experiences, hires out conference and event space, operates an indoor cricket training centre, sells merchandise, and delivers community cricket programmes.

Product overview

Edgbaston Stadium is a cricket venue and community sports facility operated by Warwickshire County Cricket Club. The product portfolio consists of live cricket events (men's and women's County Championship, Vitality Blast T20, Metro Bank One Day Cup, and international Test/ODI matches), ticketing and membership services powered by Secutix, premium hospitality and VIP experiences, an indoor Edgbaston Cricket Centre for training and coaching, and the Warwickshire Cricket Foundation community outreach programmes. The stadium also hosts conferences and events, operates the Edgbaston App for digital ticketing, and sells merchandise through Store '94. Key team brands include Warwickshire Bears (Men's T20), Warwickshire Bears Women, and Birmingham Phoenix (The Hundred).

Differentiator

Problem solved

Functional benefit

Brands

• Edgbaston for Everyone: Commitment to making the stadium and the game safe, welcoming and inclusive for all, with a 2025 Action Plan for equity, diversity and inclusion.
• Edgbaston 4 Sustainability
• Warwickshire Bears
• Birmingham Phoenix

Products and services

• Tickets Online ticket sales for all Edgbaston Stadium events including County Championship, Vitality Blast, Metro Bank One Day Cup, and international matches, sold via the Secutix-powered online ticket shop.
• Memberships Season and matchday membership packages offering access to Edgbaston Stadium for Bears, Warwickshire CCC, and international fixtures, with benefits such as priority access and dedicated member facilities.
• Hospitality Official hospitality packages offered through provider Keith Prowse, including private suites, food and drink, and premium matchday experiences.
• VIP Experiences Premium hospitality packages for major matches offering the best seats in the stadium and award-winning food and drink, with private and shared room options starting from £80 per person.
• Seat Unique Terrace Premium rooftop seating at Edgbaston Stadium offering panoramic views of play, free drink included, and access to private facilities, with prices starting from £50.
• Conference & Events Conference and events venue hire at Edgbaston Stadium for corporate events, meetings, and private functions on non-matchdays.
• Edgbaston Cricket Centre An indoor cricket training facility open year-round featuring eight lanes of nets with AstroTurf flooring, eight BOLA bowling machines, and access to ECB qualified coaches, available for net hire and coaching sessions.
• Mini Bears Introductory cricket programme for boys and girls aged 5–8 years, held at Edgbaston Cricket Centre in a fun, friendly and safe environment.
• Hardball Coaching Course Hardball cricket course aimed at beginners aged 8–11 years, delivered at the Edgbaston Cricket Centre.
• One-to-One Coaching Individual coaching sessions at Edgbaston Cricket Centre delivered by resident ECB qualified coaches.
• Store '94 Official Edgbaston Stadium merchandise shop selling team apparel, souvenirs, and memorabilia, operating via an online shop with ticket-integrated basket functionality.
• Warwickshire Cricket Foundation The charitable foundation of Warwickshire County Cricket Club delivering community cricket programmes across Warwickshire and Birmingham, including schools cricket, women's and girls' cricket, ACE Programme, Street Cricket, Wicketz, and Ramadan Midnight Cricket League.
• Accessibility Services Accessibility provisions including wheelchair user seating areas, Blue Badge parking, Sensory Rooms, Multifaith Rooms, free commentary radios for blind/visually impaired spectators, and free wheelchair user assistant tickets.
• Edgbaston App Mobile application available on iOS and Android providing digital tickets, event information, matchday updates, and enhanced visitor experience for Edgbaston Stadium.
• Warwickshire Bears The T20 Blast brand for Warwickshire County Cricket Club's men's team competing in the Vitality Blast domestic T20 competition, playing home matches at Edgbaston Stadium.
• Birmingham Phoenix A professional cricket team competing in The Hundred tournament, based at Edgbaston Stadium, operated by Birmingham Phoenix Limited.

Quantifiable outcome

• 8 County Championship titles including most recent in 2021
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

25 partnerships are on record, tiered lead partner, official partner, core partner, strategic partner, operational partner and minor partner.

• Haierlead partnerGTM or Marketing PartnerLead Partner of Edgbaston Stadium. Logo featured prominently on website alongside other lead partners.
• Skecherslead partnerGTM or Marketing PartnerLead Partner of Edgbaston Stadium. Logo featured prominently on website alongside other lead partners.
• Vertu Motorslead partnerGTM or Marketing PartnerLead Partner of Edgbaston Stadium. Logo featured prominently on website alongside other lead partners.
• Castorelead partnerGTM or Marketing PartnerLead Partner and official kit supplier of Edgbaston Stadium. Logo featured prominently on website alongside other lead partners.
• Ambassador Cruise Lineofficial partnerGTM or Marketing PartnerOfficial Partner of Edgbaston Stadium.
• Circle Health Groupofficial partnerGTM or Marketing PartnerOfficial Partner of Edgbaston Stadium.
• Dafabetofficial partnerGTM or Marketing PartnerOfficial Partner of Edgbaston Stadium.
• Intercityofficial partnerGTM or Marketing PartnerOfficial Partner of Edgbaston Stadium.
• Molson Coorsofficial partnerGTM or Marketing PartnerOfficial Partner and beverage supplier of Edgbaston Stadium.
• Seat Uniqueofficial partnerChannel Partner/ Reseller/ DistributorOfficial Partner providing Seat Unique Terrace premium rooftop seating experiences. Also provides accessible parking booking functionality.
• Uber Eatsofficial partnerGTM or Marketing PartnerOfficial Partner of Edgbaston Stadium.
• University of Birminghamofficial partnerGTM or Marketing PartnerOfficial Partner of Edgbaston Stadium.
• Keith Prowsecore partnerChannel Partner/ Reseller/ DistributorOfficial Hospitality Provider for Edgbaston Stadium. Sales team available 9am to 5pm Monday to Friday. Provides premium matchday experiences including private suites and hospitality packages.
• Drax Groupstrategic partnerOthersSupplies Edgbaston with electricity exclusively from renewable sources. Produces electricity using compressed wood pellets (sustainable biomass) in line with enabling zero carbon, lower cost energy future.
• Amber Energystrategic partnerTechnology or IntegrationEnergy efficiency partnership working together to identify and deliver energy saving projects that reduce Edgbaston's carbon footprint and energy costs.
• Suezoperational partnerOthersWaste management partners handling all non-recyclable waste. Non-recyclable waste is sold on to make RDF with zero waste going to landfill.
• YinzCamoperational partnerTechnology or IntegrationWebsite provider for Edgbaston Stadium. Built the digital platform and mobile application.
• Tickets for Troopscore partnerStrategic or Co-development PartnerPartnership with Warwickshire CCC providing veterans free tickets to Bears fixtures for the remainder of 2026.
• ACEcore partnerStrategic or Co-development PartnerPartnership to increase the number of young people of African and Caribbean heritage playing cricket through dedicated community cricket sessions.
• Chance to Shine Streetcore partnerStrategic or Co-development PartnerPartnership running free community cricket sessions for youths aged 8-15 and young adults aged 16-24 as part of Street Cricket programme.
• Wicketzcore partnerStrategic or Co-development PartnerCommunity cricket programme delivered across Warwickshire and Birmingham targeting urban areas.
• Sky Sports and ECBcore partnerStrategic or Co-development PartnerPartnership through ECB-funded Dynamos Intros to increase the number of children playing cricket in urban areas.
• MCC Foundationcore partnerStrategic or Co-development PartnerPartnership supporting MCC Foundation's mission to help every boy and girl in state schools reach their full potential in cricket.
• Raise Your Gameminor partnerGTM or Marketing PartnerMonthly prize draw partnership held in conjunction with Warwickshire Cricket Foundation donations.
• Birmingham Unicornsminor partnerStrategic or Co-development PartnerLGBTQ+ cricket club. Edgbaston participated in PRIDE Birmingham and organised the second LGBT festival at Sutton Coldfield CC.

Scale indicators16 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Twickenham Stadium (RFU): UK stadium operator running a major venue with premium hospitality, conferencing, tours and museum. Comparable operating model for a single-sport venue but with rugby instead of cricket, illustrating a similar playbook that Edgbaston is executing.
• Melbourne Cricket Ground (Melbourne Cricket Club): Iconic international cricket venue operated as a membership-based sporting club. Comparable venue operating model including membership, museum, tours, events and premium hospitality, but at a much larger scale and in a different cricket market.

Others

• Soho House / Keith Prowse parent competitors (e.g., Seat Unique, Sportsworld): Premium experience resellers and hospitality aggregators that distribute sports hospitality inventory. Comparable to Edgbaston's distribution strategy via Keith Prowse and Seat Unique, rather than a direct venue competitor.

Direct peers

• Sophia Gardens (Glamorgan County Cricket Club): Cardiff-based cricket venue hosting Glamorgan and Welsh Fire. Smaller-scale direct peer operating Test, ODI and T20 with hospitality and conference operations under the same county-cricket-club model as Edgbaston.
• Lord's Cricket Ground (Marylebone Cricket Club): Home of the MCC and the 'Home of Cricket', Lord's is the most iconic Test venue in the world. It is the closest UK peer to Edgbaston because both operate as membership-based cricket clubs running Test match venues, hospitality, museums, and tours, with comparable fixture allocation dynamics from the ECB.
• Emirates Old Trafford (Lancashire Cricket): Manchester-based Test venue operated by Lancashire Cricket. Old Trafford runs a comparable mix of Test cricket, T20 Blast, The Hundred (Manchester Originals), hospitality and conference hire, and competes with Edgbaston on the same ECB fixture calendar.
• Utilita Bowl (Hampshire Cricket): Southampton-based venue combining international and domestic cricket, a hotel, conference centre and rooftop hospitality. Highly comparable integrated venue strategy with similar revenue diversification.
• The Oval (Surrey County Cricket Club): Surrey CCC's home ground is a leading London Test venue offering comparable hospitality, conference, retail, and membership operations. The Oval competes directly with Edgbaston for marquee international fixtures and premium sponsorship.
• Headingley (Yorkshire County Cricket Club): Leeds-based Test venue hosting Yorkshire CCC and Northern Diamonds in The Hundred. Operates a comparable multi-revenue model across tickets, hospitality, and conferencing, competing for the same England Test allocation.
• Trent Bridge (Nottinghamshire County Cricket Club): Nottingham Test venue running county cricket, Outlaws T20 and a major conference and events business. Comparable scale of operation and fixture mix to Edgbaston.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/edgbaston
• YouTubeyoutube.com/channel/UCyMJCUxEJGZJSBtw7QKC_lw
• Facebookfacebook.com/edgbastoncricketground
• Instagraminstagram.com/edgbaston
• LinkedInlinkedin.com/company/warwickshire-county-cricket-club

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Edgbaston Cricket Ground