Worcestershire to Rebrand T20 Cricket Team to Rapids

Worcestershire County Cricket Club have announced today they will rebrand the team to Worcestershire Rapids for the NatWest T20 Blast.

This season’s NatWest T20 Blast will see Worcestershire playing under their new T20 name which combines the now annual floods associated with New Road and the exciting type of cricket they hope to produce in the competition.

Worcestershire opted to drop the ‘Royals’ part of their branding last season as it clashed with the name intended to be used in the short form of the game by Hampshire.

The new branding is also at the forefront of what will be a revamped match day experience for spectators, with all age groups – but in particular the 18 to 35 group – being targeted.

Worcestershire’s Business Development Director Jon Graham explained: “Four day cricket is our bread and butter and our membership is vitally important to us, which is evident in that we generate close to half a million pound through membership each season. Whilst we will be known as the Worcestershire Rapids for NatWest T20 Blast, we will certainly be staying as Worcestershire CCC for both four day and one day cricket.

“However, we see a different audience that comes to watch this shortened format of the game and we need a brand that compliments that. We did a lot of internal soul searching over the last 12 months to come up with an identity that people can relate to.

“We thought of a name that combines the regular floods, and this time there literally were rapids lapping up against the side of the buildings at New Road, with the fast paced style of cricket that is synonymous with NatWest T20 Blast. The competition will produce rapid runs, rapid wickets and rapid cricket so I think people can really relate to that.

“It’s a fantastic identity to make sure Worcestershire is really up there with everyone else in terms of marketing strategy and, having a brand like Rapids, people can really associate with it. We should never forget the resilience of this fantastic club as we always come back in the face of adversity. This strength is testament to the staff at Worcestershire County Cricket Club, from CEO to part time staff, and the Rapids brand is an extension of this.”