Warwickshire County Cricket Club's commercial director Gareth Roberts talked to SB Weekly about how the Twenty20 rebrand to the Birmingham Bears has helped drive "significant" increases in revenue. He also discusses how Edgbaston has evolved from a cricket stadium into an all-round leisure venue, reflects on his time at beer giant Carlsberg -  where he was director of UK sponsorship for eight years - and the evolution of sports sponsorship over the last two decades.