Worcestershire County Cricket Club have announced a naming rights partnership agreement with Worcestershire’s official tourism board, Visit Worcestershire.
The deal will see the club’s home ground, New Road, renamed to “Visit Worcestershire New Road”.
Visit Worcestershire will thus enjoy prominent brand exposure throughout the venue and work on a host of matchday activations with the club to direct engage with the fans and promote the county.
Ashley Giles, CEO of 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, stated:
“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.”
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