Having originally partnered in early 2015 and extended in 2016 for a further three years, Selco’s brand proudly adorned the front of the Birmingham Bears playing shirt in the Vitality Blast and the Warwickshire shirt in the Royal London One-Day Cup for five seasons; a period which saw the club reach Blast Finals Days in 2015 and 2017 and win the One-Day Cup at Lord’s in 2016.
The UK’s fastest growing builders’ merchant has also been able to maximise branding opportunities at some of the world’s biggest cricket matches that Edgbaston Stadium has hosted, including Ashes Test matches in 2015 and 2019, the UK’s first ever Day/Night Test in 2017 and five Vitality Blast Finals Days.
"We have had five hugely successful years as a lead partner with Warwickshire County Cricket Club and Birmingham Bears and we have been extremely successful in reaching our target audience."
However, it has also played a key role for the club on several community initiatives. In 2015 and 2016 it supported giveaways of 1,000 plastic cricket bats to local schools and community projects in urban areas, in 2017 is staged a floodlit cricket tournament for school children on the Edgbaston outfield ahead of the inaugural Day/Night Test match and a launched £1,000 grants for local cricket clubs to fund improvements and equipment over the last two years.
Alex Perkins, Head of Commercial at Warwickshire CCC, said: “I’d like to stress my gratitude to everyone at Selco for the support and for helping drive some of our most successful off-field and community projects over the last five years. Whilst the front of shirt elements of our partnership is coming to an end, our relationship remains strong and will continue in other areas.”
Selco was formed and boasts a strong presence in Birmingham with the company headquarters located on the outskirts of the second city. The firm also boasts eight branches in Warwickshire and Birmingham.
Carine Jessamine, Marketing Director for Selco Builders Warehouse, said: “We have had five hugely successful years as a lead partner with Warwickshire County Cricket Club and Birmingham Bears and we have been extremely successful in reaching our target audience.
“The front of shirt sponsorship of the Bears in the Vitality Blast has provided fantastic exposure, not only to the local community attending the extremely popular T20 format but also through television exposure nationwide.
“We will continue to support the Bears and be in attendance at Edgbaston where possible and we look forward to our next opportunity with the team.”
"I’d like to stress my gratitude to everyone at Selco for the support and for helping drive some of our most successful off-field and community projects over the last five years."
Perkins added: “Cricket has enjoyed a fantastic 2019 following England’s first ever ICC Cricket Men’s World Cup win and the drama of a drawn Ashes series against Australia. As a result, there’s been a national increase in viewing figures whilst we accommodated more than 350,000 visitors to Edgbaston for our international and domestic programme of cricket over the course of the season.
“With the launch of The Hundred competition and another seven-day programme of major matches coming to Edgbaston in 2020, it’s a fantastic time for cricket and we look forward to continuing our discussions with brands that are keen to maximise the opportunities to engage with the game.”
Edgbaston hosts England men’s team for a Test match against the West Indies and a one-day international in 2020 alongside its regular hosting of Vitality Blast Finals Day. The venue will also host a comprehensive programme of Warwickshire and Birmingham Bears domestic fixtures in addition to four men’s team games and one women’s fixture in the new ECB competition, The Hundred.
For further information about the commercial opportunities with Warwickshire County Cricket Club and Edgbaston Stadium please contact Head of Commercial, Alex Perkins.