Gloucestershire will drop its county name for the T20 Blast competition, rebranding as Bristol starting in 2027. The club, which has competed under the Gloucestershire name in all formats since 1870, is making the change to reach new audiences and address a decline in ticket revenue for the T20 format.
Strategic Shift for T20 Growth
The club announced the decision during a strategy meeting for members at the Seat Unique Stadium in Bristol on Wednesday, with a follow-up meeting scheduled for Thursday in Cheltenham. Chief executive officer Neil Priscott and head of audience development Jenny Hall presented the plans, which aim to strengthen the club’s identity while creating a distinct, city-based T20 team.
According to the club, while overall attendance figures are rising, the T20 Blast—which accounts for 20% of the club’s ticketing income—has seen a decline. Revenue from the competition dropped 21% in 2026 compared to the previous year. Despite this, the team achieved success in 2024 by winning the Blast for the first time, defeating Somerset at Edgbaston.
In a statement, the club noted that it had consulted with players, members, stakeholders, and the ECB over several months. “Building on more than 150 years of proud heritage, Gloucestershire Cricket will always remain our overarching identity and the foundation of everything we do,” the statement read. The new name, kit, and logo are expected to be unveiled on 24 November, coinciding with the release of the 2027 fixture list.
Industry Context and Fan Reaction
The move follows a similar strategy used by Warwickshire, which rebranded as the Birmingham Bears in 2014 to boost commercial income and attendance. That decision was reversed this past season, with the club returning to the Warwickshire banner. Current Warwickshire CEO Stuart Cain noted that while the city-based name helped reach record attendance levels, the club decided to return to its county roots following feedback from members.
The announcement has faced immediate backlash from some long-term supporters. Tim Lezard, a life member who has followed the club for 40 years, described the move as “marketing madness” in an interview with BBC Radio Gloucestershire. Lezard expressed concern that the change would alienate supporters in the north of the county and erase 156 years of history.
“We were told that the history and heritage is really important during this glossy presentation [only] to then go and try and totally wipe it out in one move of marketing madness,” Lezard told BBC Radio Gloucestershire. He added that while he understands the need for financial growth, he believes the club is “playing with fire” and expects significant opposition during the upcoming meeting in Cheltenham.
