English county cricket team Sussex has entered into a partnership with 1st Central, under which the car insurance provider will take on naming rights to the club’s home ground.
The three-season deal will cover the 2016, 2017 and 2018 campaigns. Under the agreement, Sussex’s ground will officially be titled ‘The 1st Central County Ground, Hove’.
Andy James, UK chief executive of 1st Central, said: “As a large employer in Sussex it is of huge importance to build relationships with the community, and also with a team that has a long and recognised history in cricket and strong community ties.”
1st Central replaces BrightonandHoveJobs.com as the ground’s naming rights partner. The online portal had held the rights since 2013.
Sussex’s first game at its newly-branded home ground will be the County Championship clash against Essex commencing on April 17.