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County cricket’s Derbyshire strikes stadium naming rights deal

UK apprenticeships provider 3aaa has agreed a three-year stadium naming rights partnership with Derbyshire County Cricket Club.

Derbyshire did not disclose the exact value of the deal but confirmed a six-figure sum makes it the largest commercial tie-up in the English club’s history.

Its home ground will now be known as The 3aaa County Ground – pronounced verbally as The 3a County Ground – and 3aaa also becomes Derbyshire’s shirt sponsor in the T20 Blast competition.

Additionally, 3aaa will provide four industry experienced apprentices to join Derbyshire’s off-field commercial and administration team.

Derbyshire was relegated from Division One of the County Championship last season, one year after gaining promotion to the top flight of the English first-class game.