Industry News

New name for New Road as Worcestershire upgrades with partner

Financial services company Blackfinch Investments has expanded its partnership with Worcestershire County Cricket Club to take on naming rights to the team’s home stadium, New Road.

The five-year deal will officially rebrand the stadium as Blackfinch New Road.

Financial terms of the agreement were not disclosed, but Worcestershire said the deal would earn the team an annual fee in excess of six figures.

Worcestershire chief executive Tom Scott said: “This is a historic moment for the club, it is the first time in New Road’s history that it will share its name with a commercial partner. A huge amount of thanks and credit must go to Richard Cook and his team at Blackfinch, without their commitment and vision this would not have been possible.

“This deal is another step towards securing the club’s long-term financial security and reflects the amount of hard work during the past couple of years by everyone at the club, but in particular the commercial team who continue to attract large organisations who commit for long periods of time because of a shared vision both on and off the pitch.”

Cook, chief executive at Blackfinch, added: “I am immensely proud of this new deal and it is a significant moment for Blackfinch to become the main commercial partner of Worcestershire County Cricket Club; an institution with so much history and tradition, as well as so much optimism for the future.

“The current direction of cricket means that the club must be innovative to ensure that they can compete at the highest level on the pitch, and to create more success and historic moments for future generations to remember. This aligns with Blackfinch who are a company that relies on a wealth of experience and history, yet remains agile and dynamic in order to remain competitive. For this reason, I think there is a strong synergy inherent within this partnership.”

Blackfinch first partnered with Worcestershire at the start of the 2016 season and became the club’s main shirt sponsor in January.

Image: Stephen McKay