Gloucestershire to rebrand T20 Blast teams as Bristol from 2027

Gloucestershire will rename its men’s and women’s T20 Blast teams Bristol from 2027, as the county club seeks to reverse falling revenue from the competition and attract new supporters.

The club says Gloucestershire Cricket will remain its overarching identity, but it will create a separate Bristol-based T20 brand. The Blast accounts for 20% of its ticket revenue, and income from the competition fell 21% in 2026 compared with 2025, despite overall attendances rising.

Chief executive Neil Priscott told members the plan was to strengthen the county club while creating a distinct Bristol team to reach a new audience. The club said players, members, stakeholders and the England and Wales Cricket Board had been consulted over several months.

The change has drawn criticism from life member Tim Lezard, who said the county’s 156-year history risked being discarded and warned that supporters in the north of Gloucestershire could feel detached. He acknowledged the club’s efforts to bring in more income, but called the rebrand a “massive misstep”.

The Gloucestershire name has been used across the county’s formats since 1870. The club won the Blast for the first time in 2024. Its new T20 name, kit and logo are expected to be announced on 24 November, when the 2027 fixtures are released.