Research reveals Kia Oval at heart of cricket’s changing demographics

The Kia Oval represents the changing face of corporate hospitality in the results of a new survey published by Keith Prowse.

Research conducted by Experian’s PH Group in conjunction with Keith Prowse, the UK’s hospitality leader, has revealed that a younger generation of companies now opt to entertain at international cricket matches.

While cricket has often been associated with attracting the bastions of British business, it has been found that 33 per cent of companies entertaining at One Day Internationals and Test matches at the Kia Oval during 2010 were formed in the new millennium (post-2000). This compares to 19 per cent of companies taking clients and employees to Twickenham Stadium for international rugby fixtures in the same year.

Keith Prowse has confirmed the trend’s continuance into 2011, with 39 per cent of companies booking for the sold out days 2 and 3 for England’s Test match against India at the Kia Oval this summer (Thursday 18^th – 22^nd August) coming from new millennium companies.

With Keith Prowse’s topscale packages being snapped up for the Friday and Saturday of the Test, companies are opting for a more informal day out in The Experience Club where open drinks fridges and games areas create a relaxed and jovial atmosphere before and during the day’s play. Relaxed dress restrictions and carefully designed buffet menus are expected to match with the get up and go mentality of today’s younger generation of companies.

Keith Prowse’s summer of international cricket at the Kia Oval begins on Tuesday 28^th June when England host Sri Lanka in the 1^st ODI in the NatWest Series and later in the summer India return for the 4^th ODI of their NatWest Series against England on Friday 9^th September.

Ted Walker, head of marketing at Keith Prowse said “The emergence of Twenty20 and England’s recent successes in the Ashes have paved the way for a new generation of cricket fans, and with it a new wave of companies wishing to enjoy the best in hospitality at cricket matches. Cricket provides an unrushed atmosphere enabling maximum face-to-face time for guests, an essential part of modern day marketing.”

David Pullan, Commercial and Operations Director at the Kia Oval said: “The Kia Oval has long been known as a welcoming and relaxed environment in which to enjoy the best corporate entertaining to be found in sport. We are delighted that our offer continues to attract young, dynamic companies and businesspeople into cricket.”

Tags: Event Industry Trends, Event Venues, Keith Prowse, Kia Oval

Category: General Event Industry News