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Edgbaston teams up with LUKE

Menswear brand LUKE has agreed a new partnership with Edgbaston Stadium, home of Warwickshire County Cricket Club.

The partnership, which will run until the end of 2019, has given LUKE marquee branding sites within the stadium bowl at Edgbaston, the Birmingham venue which is one of the leading cricket grounds in England.

Ben Seifas, commercial partnerships manager at Edgbaston, said: “Whilst our activation of this initial partnership includes branding for the remainder of 2019, with such a great programme of major matches secured at Edgbaston over the next five years and the launch of a Birmingham-based team in the ECB’s (England and Wales Cricket Board’s) new competition, The Hundred, we’re committed to exploring more opportunities of how these two iconic Midlands brands can work together long term.”

Founded in the Midlands region in 2001, LUKE has recently established a partnership with the Barmy Army, the England cricket supporters’ group and tour operator. It has also been working with Birmingham-based Premier League football club Aston Villa since 2018.