From the Boundary to the Barmy Army: C&C at Edgbaston

There’s a big difference between seeing your company logo on a sponsorship proposal and seeing it around the boundary at an England Test Match.

That was the experience for C&C at Edgbaston on Friday as England took on Pakistan on Day Three of the third and final Test of the series.

C&C Insurance Brokers only recently announced its new three-year partnership with Warwickshire County Cricket Club, but with the C&C and C&C Employee Benefits brands appearing prominently around one of world cricket’s most famous grounds, the partnership is already very much up and running.

Joining the near-capacity Edgbaston crowd for the day were C&C’s Tom O’Connell, Rob Black and Karl Perry, and Andrew Middleton from C&C Employee Benefits.

Partnership In Action
C&C’s agreement with Warwickshire runs until the end of the 2029 season, with branding on Tier 3 of the RES Wyatt Stand and Edgbaston’s mid-tier LED boards. Importantly, the partnership provides a platform for both C&C Insurance Brokers and C&C Employee Benefits. But the scale of the opportunity becomes much more apparent on an international matchday. Rather than simply being a logo around a cricket ground, the partnership puts both C&C Insurance Brokers and C&C Employee Benefits in front of thousands of spectators inside Edgbaston – as well as the extensive global coverage by Sky Sports. And for the C&C team attending Day Three, it was an opportunity to experience that visibility first-hand.

Something To Blow Our Own Trumpet About…
C&C’s presence at Edgbaston wasn’t confined to the advertising boards, either. Anyone familiar with England’s supporters may also have spotted a rather distinctive flash of C&C blue amongst the crowd. Finchy, the trumpeter who helps provide the soundtrack to the Barmy Army, was sporting C&C-branded clothing, with his blue C&C jacket and bucket hat getting their own share of attention. C&C staff have been inundated with images of him sent on social media, every day of the Test.

There was plenty happening on the field too, although initially, expectations were that we may only get to see two or three hours of cricket. But in a twist that no one expected, Pakistan put up a real fight, entertaining the crowd with plenty of sixes, to take the Test into Day 4. Razaullah – a debutant- hit nine sixes alone! It’s fair to say that Edgbaston witnessed the birth of a star that afternoon. And in return, the whole stadium gave him and the Pakistan team a standing ovation.

For those of us fortunate enough to be there, though, the day was about more than just the scorecard. It was an opportunity to see one of C&C’s newest partnerships operating in exactly the environment it was designed for: a major sporting occasion bringing together supporters, businesses, clients and contacts.

Day Three of England v Pakistan may have provided one of the first opportunities to experience the new partnership at an England Test Match, but it certainly won’t be the last.
With three years of the agreement still ahead (and some of world cricket’s biggest fixtures heading to Edgbaston), there should be plenty more opportunities to see the C&C name around the ground.

And judging by Finchy’s contribution, we’ll probably hear it too.