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Worcestershire signs naming-rights deal for New Road

English county cricket club Worcestershire has agreed a naming-rights deal for its New Road stadium with financial services company Blackfinch Investments.

Blackfinch is an existing partner of Worcestershire and currently serves as the team’s main shirt sponsor. Under the new five-year deal, it will also sponsor Worcestershire’s home ground, which will now be known as Blackfinch New Road.

It marks the first time that New Road has had a naming-rights partner. Worcestershire did not disclose financial terms of the deal, but confirmed that the agreement will earn the club an annual fee in excess of six figures.

Worcestershire chief executive Tom Scott said: “This deal is another step towards securing the club’s long-term financial security and reflects the amount of hard work during the past couple of years by everyone at the club, but in particular the commercial team who continue to attract large organisations who commit for long periods of time because of a shared vision both on and off the pitch.”

Blackfinch chief executive Richard Cook added: “The current direction of cricket means that the club must be innovative to ensure that they can compete at the highest level on the pitch, and to create more success and historic moments for future generations to remember. This aligns with Blackfinch who are a company that relies on a wealth of experience and history, yet remains agile and dynamic in order to remain competitive. For this reason, I think there is a strong synergy inherent within this partnership.”

Blackfinch served as Worcestershire’s sleeve sponsor during the 2016 campaign before becoming the team’s main shirt sponsor in January.