Trent Bridge and East Midlands Airport launch 18-month partnership

Trent Bridge and east midlands airport have announced an 18-month partnership designed to promote the East Midlands at home and abroad. The agreement will also put Trent Bridge branding in front of visitors arriving at the airport and returning through it.

Adam Andrews on the partnership

Adam Andrews, commercial director at East Midlands Airport, said: "We’re absolutely delighted to be partnering with Trent Bridge. They are one of the region’s most recognisable institutions, putting Nottingham and the wider East Midlands on the global sporting map." He added: "We share Trent Bridge's ambition to represent our region and forge connections on the world stage - whether that's through sport, travel or leisure."

Trent Bridge and route growth

The airport said the deal will help drive regional growth over the next 18 months while it continues expanding its range of routes to Europe and throughout the UK. Trent Bridge will also host high-profile events during the partnership, including England and India’s IT20 clash this summer, which is expected to attract billions of eyeballs, and the Men's Ashes next summer for the first time in 15 years.

Joe Sharphouse on local reach

Joe Sharphouse, head of commercial sales at Trent Bridge, said: "Partnering with East Midlands Airport, the primary gateway in and out of the area, feels like a very natural fit for a venue that's proud to represent our region to international audiences." He added: "We’re excited to work collaboratively over the coming seasons, highlighting the great things the East Midlands has to offer and our great connections with the rest of the globe."

For travelers using the airport, the practical change is the branding they will now see on arrival and departure, alongside a wider effort to link the airport’s route network with Trent Bridge’s profile. For the region, the partnership ties a transport hub and a major sports venue to the same promotional push over the next 18 months.