Warwickshire County Cricket Club has secured a new two-year commercial partnership with Champions.
The brand and events agency will be its official marketing and communications agency and will also use the stadium as host venue for its Birmingham Sports Awards ceremony for the next two years.
It will also receive preferential use of the venue's conference and events suites for sporting dinners and other banqueting events that the agency runs for clients.
The partnership will also give Champions an opportunity to present its services to Warwickshire CCC's portfolio of 35 commercial partners in addition to being on-hand to support the in-house commercial team at Edgbaston on their projects.
The club's commercial director Gareth Roberts said: "Our conference and events team has been working with Champions for several years when it has staged flagship events, such as the Birmingham Sports Awards, here at Edgbaston.
"We're thrilled to develop this relationship into a commercial partnership and provide more opportunities for Champions to showcase its services through our Warwickshire CCC, Birmingham Bears and Edgbaston commercial channels."
Champions' chief executive John Hayes added: "This is a really exciting development for us.
"Having worked alongside Warwickshire CCC for a number of years, it's a great opportunity to take the relationship to the next level and benefit both parties."