Worcestershire Cricket Club announces ground naming rights pact with Visit Worcestershire

The newly christened "Visit Worcestershire New Road" will become a key platform to showcase Worcestershire's diverse tourism offerings to a global audience.

The Worcestershire cricket team, Worcestershire County Cricket Club have secured a new naming rights partnership with Visit Worcestershire, the county’s official tourism board.

This agreement sees Visit Worcestershire join forces with the team to rename their historic home ground, New Road. The newly christened “Visit Worcestershire New Road” will become a key platform to showcase Worcestershire’s diverse tourism offerings to a global audience.

Cricket’s immense international reach provides Visit Worcestershire with a unique opportunity to leverage the sport’s popularity and attract new visitors to the picturesque county.

Under the terms of the agreement, Visit Worcestershire will receive prominent brand exposure throughout the ground. Additionally, Visit Worcestershire will spearhead match-day activations, directly engaging with fans and promoting Worcestershire as a must-visit destination.

Ashley Giles, CEO at Worcestershire County Cricket Club, commented, “We are incredibly proud to partner with Visit Worcestershire in renaming our historic ground to ‘Visit Worcestershire New Road. This collaboration is a perfect blend of sports and tourism, providing a unique platform to highlight what makes Worcestershire such a special place. We look forward to welcoming visitors from near and far to experience not only world-class cricket but also the charm and attractions of our county.”

Lorna Robinson, Visitor Economy Manager at Visit Worcestershire, added, “This partnership with Worcestershire County Cricket Club is a fantastic opportunity to promote our county on an international stage.  Visit Worcestershire New Road’ will serve as a beacon for the attractions, unique experiences and stunning destinations which make Worcestershire a must-visit location.  We are excited to work together to drive tourism in the county, increasing overnight stays to the region, supporting local businesses, and showcasing the diverse and vibrant offer we have here in Worcestershire.”

Joe Tromans, Worcestershire County Cricket Club’s Head of Commercial & Partnerships, added, “Our club’s global reach is immense, and this partnership with Visit Worcestershire leverages that influence to benefit the entire county. By renaming our ground to ‘Visit Worcestershire New Road,’ we are not just celebrating cricket, but also showcasing Worcestershire’s unique attractions to a worldwide audience. This initiative will play a crucial role in driving tourism, supporting local businesses, and highlighting the county’s rich cultural and natural heritage. We’re excited to be at the forefront of promoting Worcestershire as a premier destination.”

This development comes shortly after the team announced a partnership with DRPG, a leading global communications and creative agency, naming them the official season preview and kit launch show partner.

The announcement coincides with the team’s upcoming match against Nottinghamshire County Cricket Club, tomorrow at 3:30 PM IST in the County Championship‘s Division One.

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