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£12m cricket boost for East Midlands economy
New research has found that the 15 ICC World Twenty20 cricket tournament fixtures staged at Nottingham's Trent Bridge stadium during June 2009 generated more than £12m for the East Midlands region.
Nottinghamshire County Cricket Club (NCCC) and the East Midlands Development Agency (EMDA) commissioned the research, which examined the economic impact and media values of the event. Nearly 100,000 additional people visited Nottingham during the tournament, which generated £6.4m in visitor spending for the East Midlands region - £5.9m of which was by people from outside the area.
A separate EMDA/NCCC study, conducted by Repucom, reported that more than 400 million people across the world watched fixtures held at Trent Bridge, which valued the global media exposure at £5.7m. NCCC chief executive Derek Brewer said: "The reputational benefits gained by hosting major sporting events in our region are very clear but we always appreciated that we had to demonstrate a return on investment and we've achieved that."