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Gloucestershire secures maiden stadium naming rights partner

English county cricket club Gloucestershire has entered into a partnership with the Brightside Group, under which the local insurance organisation will take on naming rights to the club’s home ground.

Under the new five-year agreement, Gloucestershire’s Bristol County Ground will be renamed The Brightside Ground, Bristol. The partnership, which marks the club’s first-ever official naming rights deal, will cover the 2016 to 2020 seasons.

As part of the deal, Brightside’s branding will appear on the front of the club’s playing jerseys during Twenty20 matches. The company will also be granted significant advertising exposure throughout the ground, as well as hospitality packages and staff event opportunities.

“It’s an historic moment for the club,” Gloucestershire chief executive Will Brown told the Wilts and Gloucestershire Standard newspaper. “It is a good partnership for us as they are a good local company, and crucially, the finances that this brings helps us invest in the future.

“At the end of the day, we are trying to invest for the benefit of cricket in the county and they will play a major part in this.”