Cash boost from cricket cup games

It is estimated the semi-final was watched by 500 million people

Organisers of cricket's World Twenty20 have said the East Midlands could have made up to £10m from the event.

Nottingham's Trent Bridge ground hosted 10 games from the main competition, including Thursday's semi-final.

About 100,000 people will have watched matches at the venue but hotels, shops, restaurants and other attractions will have all benefited, they said.

Some shops said custom had doubled and others said they would have struggled to survive without the tournament.

It is estimated the semi-final between South Africa and Pakistan was watched by a global audience of about 500 million.

'Great boost'

Nottinghamshire Cricket Club chief executive Derek Brewer said: "We have had people coming from right across the country, from London, from Scotland.

"They have been coming to Nottingham, they have been staying in the city, staying in the county and in the region and spending money in the local shops.

"When you add that up together along with the extra employment here at Trent Bridge, it does paint a very strong picture."

Amjid Hussain, manager of a Nottingham restaurant, said: "It has been amazing. Due to the credit crunch and all of it, [the competition] has given us a great boost.

"It is brilliant and that is what we need in times like this."

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Natalie Jackson speaks to officials and shopkeepers about the impact of the cricket