Gloucestershire to rebrand as Bristol for T20 Blast

Gloucestershire will rebrand their men's and women's T20 Blast teams to Bristol starting in 2027 to attract new audiences and address declining ticket revenue. Chief executive Neil Priscott and head of audience development Jenny Hall shared the strategic plans with members at Bristol's Seat Unique Stadium on Wednesday, with further discussions scheduled in Cheltenham. The club will retain the Gloucestershire identity across all other cricket formats.

The rebranding follows a 21% drop in Blast revenue in 2026 compared to 2025, even though the club won the tournament in 2024. The new name, kit, and logo are expected alongside the release of the 2027 fixtures on November 24. However, the decision drew immediate criticism from long-time member Tim Lezzard, who described it as a massive misstep that risks alienating supporters in the north of the county.