India-based global streaming platform Clean Slate Studioz has been announced as the new principal sponsor of Headingley as part of a wide-ranging deal with Yorkshire County Cricket Club.
Clean Slate will be the title sponsor at Headingley, becoming the first Indian business to hold significant naming rights at a UK sports venue. The company’s logo will also feature on Headingley’s main pavilion, which will be known as the Clean Slate Pavilion.
The two-year deal also names Clean Slate as the principal partner of Yorkshire and the Northern Diamonds. Clean Slate will also receive branding rights on the outside of the East Stand and on the official playing shirt and training wear of the Northern Diamonds.
Clean Slate, which focuses on female-first original content, is scheduled to launch globally in 2023. Through its sponsorship of Headingley, the company will look to drive inclusivity, diversity and engagement through cricket.
Naming rights to Headingley were previously held by Emerald until the publishing group withdrew its sponsorship of the venue over Yorkshire’s handling of an internal investigation into racism within the club.
Emerald, which had sponsored Headingley since 2017, called for Yorkshire to “respond with serious action to eradicate racism” following the release of details from a report concerning the treatment of former player Azeem Rafiq.
In November, Headingley was barred from hosting international or major matches over its handling of the situation. Last week, the venue retained its international status after club members passed three special resolutions as part of reform efforts.
Yorkshire chairman Lord Kamlesh Patel said the deal with Clean Slate marks a valuable step in the development and direction of the club.
“This new partnership – with a vibrant Indian brand that knows how to entertain diverse communities – is an exciting step for Yorkshire,” he said. “Our proud club has a great future, welcoming everyone into our ground and this game, and our new partners are champions of inclusivity, diversity, and equity. We are excited to have this new and ground-breaking partnership and to see the commitment to the women’s game.
“As this relationship develops, it will bring further opportunities to our members, our communities and our teams and we are excited and energised by having Clean Slate alongside us.”
Clean Slate founder Karnesh Ssharma added: “We’re incredibly proud to partner with Yorkshire and to be the first Indian company to have their name prominently featured within a UK sports ground.
“Clean Slate puts inclusivity and diversity at the fore of its entertainment roster, and we truly believe that our entertainment vision and values align with that of Yorkshire County Cricket Club moving forward.
“Our ambition is to help make the Headingley venue a beacon for equality and inclusivity in Yorkshire and the sport in general. We are looking forward to a great partnership with the club.”