Yorkshire Vikings will be the new name of the county’s limited-overs cricket team, replacing the former name, Yorkshire Carnegie.
The first game under the new name will take place during the pre-season tour of Barbados.
The change was announced at the Jorvik Centre in York, which features a reconstruction of the city’s Viking-age streets. Yorkshire captain Andrew Gale, Moin Ashraf, Adam Lyth and Ryan Sidebottom were at the event, as were actors dressed as Vikings.
Yorkshire’s commercial director Andy Dawson said: “We wanted a new name that has relevance to the region.
“The Vikings have been ingrained in Yorkshire for over 1,000 years and are woven into the fabric of the county’s history. One of their legacies was establishing the ridings of Yorkshire, which is still apparent in the geographical make-up of the region today.
“With the Vikings brand, we now have a name that is marketable and gives us a hook to promote the club to a wider audience. Our creativity in developing a new look and feel for the team will enable us to implement new revenue streams and attract a younger audience.
The club have also agreed a new partnership with the Jorvik Centre as part of the rebranding. The agreement will see both organisations work on promotional initiatives throughout the season.
Dawson added: “We are entering into a partnership with the Jorvik Centre in York, which is the home of Viking history in this part of the world.
“We recognise that we need to improve our matchday experience and we have some exciting plans developed around the Viking theme that will bring one-day matches alive at Headingley, especially in the Friends Life t20 competition. This is our opportunity to bring a new audience to sample and experience top-class cricket in a vibrant atmosphere.”
Director of attractions at the Jorvik Group Sarah Maltby said: “We are very excited about this new partnership with Yorkshire County Cricket Club as we see it as our opportunity to tell more people about their Viking heritage and also work with them in the wider Yorkshire community, something that it is extremely important to us as an educational charity.“