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Emirates Old Trafford – One year on and 20% up

Emirates Old Trafford grounds
On the 28th February 2013 Lancashire County Cricket Club signed a sponsorship deal with Emirates, reported at the time to be the biggest naming rights deal ever signed in County Cricket. This partnership has enabled the club to create and evolve a bespoke business to business venue brand with a blue chip partner that has seen business grow by 20% and achieve their highest revenue figures yet for conferences and events.

Although known throughout the world as a sporting venue the Emirates sponsorship has really helped the re-birth of Emirates Old Trafford not only as a global cricket brand but also as a business venue.

2013 also saw the opening of the state-of-the-art AJ Bell Players and Media Centre, redevelopment of the cricket club’s historic Pavilion and the building of a glass enclosed footbridge linking the Pavilion to The Point. When combined with the facilities in The Point, the venue’s purpose built conference and events suite, Emirates Old Trafford can now accommodate up to 1700 delegates.

The expansion of the facilities has seen Emirates Old Trafford continue to show its strength in the banqueting, conference and events sector. This has resulted in over 200,000 visitors attending a variety of events with growth of 20%, bringing a significant amount of revenue to the Greater Manchester area.

LCCC Chief Executive Daniel Gidney said: “The 10-year partnership with Emirates has been paramount behind some of the investment decisions we have made. On the cricket front we have strengthened the team with player signings and have further invested in both our facilities, and in developing our strong product offerings into our varying markets.”

One of the major highlights since the partnership was the return of the Ashes for the first time since 2005. The five day test-match welcomed 125,000 visitors to the fans village and the venues conference suites, The Point and the Pavilion served 20,000 meals over 5 days to those taking the hospitality packages, making the event reportedly worth £20m to the local economy.

Emirates Old Trafford’s achievements were recognised at the 2013 Manchester Tourism Awards event by being presented with the Business Tourism Award.

The award acknowledges the importance of meetings, incentives, conferences and exhibitions sectors of the tourism industry. The judges praised the venue for excellent progress in year one and for presenting very clear evidence of sustainability, staff training and accessibility.

Daniel adds: “And for the icing on the cake January 12th this year marked the 150th anniversary of the formation of Lancashire County Cricket Club. A truly memorable 12 months for Emirates Old Trafford.

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