IN TERMS of well-executed business deals, the new Test arena for Glamorgan Cricket has to rank as an exemplar.
The £9.5m project is not only on budget it is also on time and will host its first game in May, but more importantly it will provide Wales with not only an excellent sporting venue but a new opportunity to market itself to the world – in particular India.
Cricket is that country’s national game and has been identified as a key destination for Welsh exports.
When England play Australia at the 17,000 venue in 2009 it will create great marketing opportunity for Cardiff and Wales, not only in Australia but also in India.
It is also hoped that the ground will host a Test match between England and India in 2011.
Under Glamorgan Cricket Club’s ambitious chairman Paul Russell, the stadium project has quickly moved from vision to reality.
Utility supplier Swalec recently announced a £1.5m naming rights deal on the ground which will now be known as the Swalec Stadium. The revenues that should be generated from having a Test-standard arena in Sophia Gardens will ensure the financial viability of the club.
While Mr Russell and his team have to be applauded for their business acumen, the success of the Glamorgan cricket side cannot be factored out of the equation.
It is hoped that the delivery of the new stadium and additional revenue generation will help to galvanise the team for the coming season and, in the longer term, financial success off the field will be matched on it.