Blackfinch acquires the naming rights to New Road

Worcestershire’s county cricket ground secures five-year sponsorship deal.

Blackfinch acquires the naming rights to New Road

Worcestershire County Cricket Club have entered into a five-year commercial agreement with Blackfinch Investments.

The UK-based provider of tax-efficient investment solutions will be the first ever naming rights partner of the English side's home ground, New Road, which will be renamed Blackfinch New Road. 

Blackfinch will also enjoy hospitality benefits at the ground as well as a strong brand presence through pitchside advertising hoardings. Although the financial terms of the agreement have not been made public, local newspaper The Worcester News reports that the annual fee is 'in excess of six figures’.

“This is a historic moment for the club," said Tom Scott, chief executive of Worcestershire. “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.”

Worcestershire won promotion to the top tier of English cricket's first-class pyramid in 2017, winning County Championship Division Two by 16 points from nearest challenger Nottinghamshire. The club recently announced that England all-rounder Moeen Ali has signed a new five-year contract.