Gloucestershire choose Bristol identity for their T20 side

The story

Gloucestershire will compete as Bristol in the T20 Blast from 2027 as the club seeks to attract a wider audience.

BBC Sport reports that the change was presented to members as part of a strategic plan. The county identity will continue in the other formats, while the city-based name gives the T20 team a separate public identity.

Ticket revenue drives the decision

The report says revenue from Blast ticketing has fallen despite rising overall attendances. The club sees the rebrand as a way to reach new supporters and strengthen its finances.

Players, members, stakeholders and the ECB were consulted over several months, according to the club. The change is scheduled for next season rather than being applied retrospectively to this year’s competition.