Gloucestershire will no longer compete in the T20 Blast under the county's name, rebranding to Bristol from 2027. The club, playing all formats since 1870, made the strategic decision to change identity to "reach a new audience" and address falling ticket revenue. Neil Priscott, chief executive officer, and Jenny Hall, head of audience development, informed members at a club strategy meeting in Bristol's Seat Unique Stadium.
While overall attendances are increasing, the Blast - driving 20% of ticketing revenue - is declining. Revenue from the competition was down 21% in 2026 compared to 2025. The club stated players, members, stakeholders, and the ECB had been consulted over several months to "shape an exciting new chapter in our evolution." Gloucestershire Cricket will remain the overarching identity and foundation.
Fixtures for the 2027 Blast will be released on 24 November with the new name, kit, and logo. The club won the Blast in 2024, their first silverware in nine years. Tim Lezard, a life member and author, called the decision "a massive misstep," stating, "We have been playing in Gloucestershire for 156 years...
Everyone I have spoken to is appalled." Warwickshire's 2014 rebrand to Birmingham Bears saw commercial income grow, before returning to the Warwickshire banner this season due to member feedback.
Source: BBC Sport · Summarized by HeadlinesBriefing