Roberts, who was head of sponsorship at Carlsberg, will promote the 25,000-seater stadium in Birmingham as a venue for weddings, conferences and exhibitions. Roberts will also seek a naming-rights partner.
However, Warwickshire County Cricket chief executive Colin Povey said it was ‘unlikely’ the ground would host music concerts as it ‘does not fit’ with the organisation’s business model.
He has previously operated as director of sponsorship at rugby club London Wasps and chief executive at Leicestershire and Rutland County Football Association.
This article was first published on marketingmagazine.co.uk