25th May, 2018

County look at name sponsor for New Road

Rob George 12th Mar, 2017

WORCESTERSHIRE’S iconic New Road home could soon face a tweak to its name after the county raised the possibility of selling the naming rights to its headquarters.

The Pears would join a legion of sporting teams around the world who have renamed their grounds following deals with major companies.

County cricket already sees games played at Emirates Old Trafford and Cardiff’s SWALEC Stadium, formerly Sophia Gardens, while Worcestershire’s game with Gloucestershire will be played at the Brightside Ground in Bristol.

With its iconic setting, New Road chiefs believe Worcestershire would be an ideal location for a company seeking worldwide exposure.

Unlike those deals, Worc-estershire CEO Tom Scott said ‘New Road’ would remain part of any new name should a deal be struck with a potential sponsor.

“We have spoken to a couple of people and I see it as a commercially excellent opportunity for big businesses of Worcester and further afield,” he said.

“It is an iconic venue and, with our plans for the future, that association with the club could be highly beneficial.

“Other counties have done it and with no or little impact on the name of the ground – and the name ‘New Road’ will always remain in the name,” he added

The enterprising CEO also hopes concerts being staged this summer are just the latest events in a longer term strategy to turn New Road into a venue ‘where there is always something on’.

Already confirmed is the concert by pop superstar Olly Murs on June 25 for which already thousands of tickets have been snapped up via the Worcestershire CCC website.

And then on September 9 the county will stage a second ‘Legends’ concert with Billy Ocean one of the headline acts already confirmed.

Scott said Worcestershire will also host a classical concert this summer.

“This forms part of our overall business plan which may take three to five years,” he added.

“We want the people of Worcestershire to know there is always an event on at New Road, something to please everyone, and make full use of the iconic location.

“Becoming the go to place for events both private and business is our ultimate goal.

“There is an opportunity to service local needs at the right price if we continue to deliver excellent customer service, something we have invested in during the winter.

“My wish is for people to visit the Worcestershire CCC website to see what’s on at New Road on a weekly basis.

“We are not there yet but there are very strong indicators which suggest we are on the right path,” he added


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