The Ashes test bounced Warwickshire County Cricket Club back into profit last year after announcing a huge sales rise.
The Edgbaston operation turned over £18.3 million in the 2015 financial year, accounts show, after Australia rolling into town aided a 47 per cent increase.
It meant the club posted a pre-tax profit of £699,427, compared to a loss of £1.2 million the year before.
The club, which only a matter of years ago had to ask the city council for a holiday from loan repayments, is on a more stable footing with both revenue and EBITDA – earnings before interest, taxes, depreciation, and amortisation – rising in the last three years.
Craig Flindall, finance director of Warwickshire CCC, said while the Ashes in July, which brought a boost in ticketing, catering, hospitality and merchandise revenues, was a major factor, there were more positive signs.
The club saw a rise of 43 per cent in revenues and 86 per cent in attendances in domestic T20 cricket , where it is represented as Birmingham Bears.
Mr Flindall said: “This was the first occasion that Edgbaston has hosted an Ashes Test Match since the £32 million redevelopment, in 2011, and the new facilities and increased capacity has led to a £2.6 million increase in turnover and £1.9 million increase in EBITDA in comparison to 2009, when we last hosted the Ashes.
“Revenues from major match days are the main driver of the club’s turnover and, whilst we cannot replicate the impact of an Ashes Test Match every year, we have an excellent allocation of fixtures confirmed until 2019, which underpins our strategic plan and financial results for the coming years.”
Edgbaston accommodated an average of 24,556 fans on each day of the third Ashes Test Match, which boosted the wider city by £26 million.
Elsewhere, 65,792 attended Birmingham Bears T20 Blast matches across the period.
Chief executive Colin Povey stood down from the club at the end of last year to be replaced by Neil Snowball, who said there was a bright future for the club.
Edgbaston will host England on two occasions in 2016 with a Royal London One Day International (ODI) against Sri Lanka on June 24 and an Investec Test Match against Pakistan in August this year.
The stadium will also host the biggest day in domestic cricket, with NatWest T20 Blast Finals Day, on August 20.
The Edgbaston operation makes its profit from major match days of which there are 35 between 2016 to 2019, with an Investec Test Match confirmed each year and the return of the Ashes in 2019.
Edgbaston will also play a prominent role in the hosting of two global tournaments by hosting five matches – including a semi-final – of both the ICC Champions Trophy and ICC Cricket World Cup in 2017 and 2019 respectively.
Mr Snowball said: “Whilst hosting an Ashes Test Match is a great opportunity, the club had to work very hard to maximise this opportunity; activities included the installation of a temporary stand to give even more spectators a chance to watch the match and new travel and catering initiatives that made the spectator experience more enjoyable.
“It is also very encouraging to be rewarded for the increased investment in T20 cricket.”
