Surrey Cricket Club asks Four to broaden its appeal

Surrey County Cricket Club is to use Four Sports, Arts and Sponsorship to raise awareness of its non-cricket activity.

Oval: could see large redevelopment
Oval: could see large redevelopment

It is the first time the club has turned to an external agency to raise its profile outside of its core cricket activity.

Four is understood to have beaten off agencies including Hill & Knowlton and Lexis PR to land the account.

The agency will promote the club’s charity and community programmes and will look after its positioning and reputation.

If the club is granted planning permission, the agency will also promote the redevelopment of its home ground the Brit Oval - which will see the construction of a new Grandstand and 170-room hotel. The result of the planning application will be known by October.

The agency will target local communities, general sports fans and will reach out to new media such as the hotel and catering press.

Four associate Neil Hopkins said: ‘The cricket side of the business has reached its optimum revenue. The challenge for the club is finding new revenue streams to ensure that the facilities aren’t sitting idle outside of the season. We will be helping to promote these extra facilities.’

Suzi Kent, head of marketing and communications at Surrey County Cricket Club, said: ‘We have yet to capitalise on the PR opportunities presented by other areas of our business. We want to increase our profile away from the sports pages and Four’s experience with sports clubs, federations and governing bodies on similar briefs will help us to do that.’

The contract is initially for four months although it is expected to be extended. The club’s cricket promotion is carried out in-house.

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