In a significant shift, Gloucestershire will abandon their county name to compete as ‘Bristol’ in the T20 Blast next season. This decision, confirmed by Cricinfo, follows a substantial review aimed at increasing attendance at matches. After discussions with players, members, and stakeholders, the club’s board approved the name change, which ties in with the Bristol location.
Neil Priscott, Gloucestershire’s chief executive, along with Jenny Hall, head of audience development, shared these plans in a recent meeting. The club’s statement expressed their commitment to “a new, dedicated T20 identity” for both men’s and women’s teams, while retaining Gloucestershire Cricket as their core identity.
Priscott said, “Over recent months, Gloucestershire County Cricket Club has worked closely with our players, our members working group, the ECB, and a number of key stakeholders to help shape an exciting new chapter in our evolution.”
Acknowledging its 150-year heritage, the club described this change as a step towards enticing new audiences and enhancing commercial viability. Located in a vibrant student city, with a significant student population, Gloucestershire aims to tap into this potential fan base with the Bristol brand. Other local clubs, such as Bristol City, Bristol Rovers, and the Bristol Bears, have seen growing crowds, setting a notable precedent.
This move echoes Warwickshire’s rebranding as the Birmingham Bears in 2014, which was later reversed following the emergence of Birmingham Phoenix in another league. Previously known as the ‘Gloucestershire Gladiators’, the switch away from that moniker to a standard county name occurred in 2013.
Last season, Gloucestershire’s men were quarter-finalists in the T20 Blast, succumbing to eventual champions Northamptonshire. Meanwhile, their women’s team reached the ‘League Two’ final but fell to Glamorgan. Despite successes in shorter formats, the club endured a difficult County Championship campaign, finishing at the bottom.
With their financial health on the rise, buoyed by stakes sales in the Hundred franchises and achieving debt-free status, discussions include relocating to a custom-built stadium outside the city to address current site limitations.
The comprehensive rebranding vision will be unveiled later this year aligning with the next domestic calendar.
