Getting more women interested in cricket is not just about boosting audience numbers at matches, Edgbaston Cricket Ground is hoping for a knock-on effect for the whole venue.
A quick look at the audience at the recent Twenty20 matches at Edgbaston would show that cricket is no longer just for the boys.
More and more women are now seeing a Twenty20 match as a sociable way to spend a summer evening out and a time to catch up with their friends, family and colleagues.
"It’s a bit of fun, people see it as a night out," said James McLaughlin, commercial director at Edgbaston.
The ground’s new Twenty20 marketing campaign, based on the slogan "It’s just not cricket" aims to turn common preconceptions of the game around and dispense with the idea that cricket is a slow and complicated game.
Part of the break from tradition has been the presence of a female pitchside presenter - BRMB’s Tammy Gooding - at Twenty20 games.
"Our campaign is based on doing everything differently to the norm," said Mr McLaughlin. "It’s not a slow game of cricket and you would normally expect a male presenter, so having a female presenter surprised a few people.
"But Twenty20 is like that - we even have a dunk tank - every time somebody hits a four or a six, a member of the crowd goes in the dunk tank," said Mr McLaughlin.
But putting aside the music, pitchside competitions and dunking audience members in a tub of water, promoting Twenty20 to a female audience is based on serious business sense.
"If we have a really strong female message, the more female-focused brands might think they can put their names on a cricket shirt as well," said Mr Mr McLaughlin.
This year, the ground started a sponsorship deal with Birmingham-based skincare firm sk:n, who have branches nationwide, which puts the firm’s branding on the county shirts (see right) and advertising on the electronic scoreboard next to the pitch.
Sk:n was present at this year’s Ladies Day at Edgbaston, where guests were treated to a fashion show, a speed networking session and salsa lessons as well as speeches from Major Lisa Glover of the Army and Heart radio presenter Donna Alos.
Mr McLaughlin has big ambition’s for Edgbaston’s Ladies Day, highlighting the female-focused sponsorship opportunities a "ladies-only" area in the crowd would provide.
"There’s no reason why we can’t do a Ladies Day at Ascot equivalent at Edgbaston. That’s where we want to get to."
As a sponsor and host of the Women Who... networking events organised by the Birmingham Chamber of Commerce and Industry, Edgbaston is also targeting the Midland’s female business community to raise awareness of what the venue has to offer outside cricket.
"It’s all part of the plan to feed into business and the wider community. We need to get the message across that Edgbaston is a venue, it’s not just about cricket."
The messages seems to be filtering through - last year Channel 4’s How To Look Good Naked chose Edgbaston as a location to film an episode of the TV series.
"Gok Wan had 200 ladies getting undressed on the pitch here - that was certainly a first for Edgbaston," said Mr McLaughlin.