From BBC News · · 2m
Gloucestershire drops county name for Bristol T20 rebrand
The cricket club will compete as Bristol in the T20 Blast from 2027, ending 156 years under the Gloucestershire name to attract new audiences and boost falling ticket revenue.
In brief
The cricket club will compete as Bristol in the T20 Blast from 2027, ending 156 years under the Gloucestershire name to attract new audiences and boost falling ticket revenue. Gloucestershire Cricket will rebrand its T20 Blast team to Bristol from 2027 to reach new audiences and reverse declining ticket revenue from…
Gloucestershire becomes Bristol
Gloucestershire will rebrand to Bristol for the T20 Blast from 2027, ending 156 years competing under the county name. The club has played all formats since 1870.
Why the club is changing
The rebrand aims to reach a new audience and address falling ticket revenue. The Blast drives twenty percent of the club's ticketing revenue but is declining.
Revenue dropped sharply
Revenue from the Blast was down twenty-one percent in twenty twenty-six compared to twenty twenty-five, despite Gloucestershire winning the competition for the only time in twenty twenty-four.
Club's strategic vision
Neil Priscott, chief executive officer, told members the club plans to invest in Gloucestershire's future while creating a distinct Bristol-based T20 team to reach a new audience.
“invest in Gloucestershire's future, strengthening our club identity as we pursue our top-eight ambition, while creating a distinct Bristol-based T20 team to reach a new audience.”
Warwickshire's mixed experience
Warwickshire rebranded to the Birmingham Bears in twenty fourteen and saw increased commercial income. The club reversed the decision twelve years later, returning to the Warwickshire banner this past season.
Member Tim Lezard opposes change
Gloucestershire life member Tim Lezard, who has watched for forty years, called the rebrand marketing madness. He said everyone he spoke to was appalled and some would stop attending.
“We have been playing in Gloucestershire for 156 years, we have played across the county - it's hugely important to the club.”
Lezard warns of alienation
Lezard said the rebrand alienates people in the north of the county who will feel detached from a Bristol-only identity. He called it a massive misstep despite understanding the club's financial reasons.
“What they are doing is alienating all those people in the north of the county who will feel this complete detachment from this new club.”
New identity launches November
Fixtures for the twenty twenty-seven Blast will be released on twenty-four November with Bristol's new name, kit and logo expected to be released at the same time.
The takeaway
Gloucestershire Cricket will rebrand its T20 Blast team to Bristol from 2027 to reach new audiences and reverse declining ticket revenue from the competition.
