Name change for Worcester CCC’s New Road


Worcestershire CCC naming rights Image: Worcestershire CCC

Worcestershire County Cricket Club’s iconic New Road cricket ground is changing its name to ‘Visit Worcestershire New Road.’

The club said the exciting partnership with Visit Worcestershire aims to showcase the very best of Worcestershire around the globe and encourage more visitors to the beautiful English county.

The renaming of the ground marks a significant step in the ongoing efforts to promote Worcestershire as a premier destination for tourism, culture, and sporting excellence.

By aligning with Visit Worcestershire, the Club said it is combining its rich heritage with the vibrant attractions and natural beauty that Worcestershire has to offer.

Visit Worcestershire New Road is a 5,500-capacity cricket ground in the English city of Worcester. The home of Worcestershire County Cricket Club since 1896, it has been rated as one of the world’s most beautiful cricket grounds.

The ground is subject to severe flooding from the nearby River Severn and over the winter of 2023–24 it was flooded five times, which resulted in the first two home games of the 2024 County Championship being switched to the Chester Road North Ground in Kidderminster.

In April 2024, Worcestershire’s board confirmed that they were looking at options to secure the club’s long-term future, possibly including a move away from New Road.

Ashley Giles, CEO at Worcestershire County Cricket Club, said of the new naming rights partnership, “We are incredibly proud to partner with Visit Worcestershire in renaming our historic ground to ‘Visit Worcestershire New Road.’

“This collaboration is a perfect blend of sports and tourism, providing a unique platform to highlight what makes Worcestershire such a special place.

“We look forward to welcoming visitors from near and far to experience not only world-class cricket but also the charm and attractions of our county.”

The newly named ‘Visit Worcestershire New Road’ will host a series of events and initiatives designed to attract visitors and cricket fans alike.

From matchday experiences to special tourism promotions, the collaboration aims to create a seamless connection between the excitement of cricket and the promotion of Worcestershire’s vibrant visitor economy.

Joe Tromans, Head of Commercial & Partnerships at Worcestershire County Cricket Club added, “Our club’s global reach is immense, and this partnership with Visit Worcestershire leverages that influence to benefit the entire county.

“By renaming our ground to ‘Visit Worcestershire New Road,’ we are not just celebrating cricket, but also showcasing Worcestershire’s unique attractions to a worldwide audience.

“This initiative will play a crucial role in driving tourism, supporting local businesses, and highlighting the county’s rich cultural and natural heritage.

“We’re excited to be at the forefront of promoting Worcestershire as a premier destination.”

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