Gloucestershire County will cease competing in the T20 Blast under its current county designation, adopting the name Bristol beginning with the 2027 season.
Since its inception in 1870, the club has participated in all forms of county cricket under the Gloucestershire name, but it now intends to alter its identity to attract a broader audience and counteract declining ticket sales.
The club disclosed its strategy in a members’ meeting held in the Grace Room of the pavilion at Bristol’s Seat Unique Stadium on Wednesday evening, with a follow‑up session scheduled for Thursday in Cheltenham.
Chief executive Neil Priscott and head of audience development Jenny Hall presented the strategic direction and future plans to members, with the club board also present.
Priscott told members the club will invest in its Gloucestershire heritage, bolstering its identity while chasing a top‑eight finish and establishing a distinct Bristol‑based T20 franchise to engage a new audience.
Although overall attendance figures are rising, the T20 Blast, which accounts for roughly 20% of ticket revenue, is experiencing a downturn.
Gloucestershire have been approached by the BBC for further comment.
The club claimed its first T20 Blast title in 2024, defeating Somerset at Edgbaston, but revenue from the competition fell 21% in 2026 versus 2025.
Warwickshire rebranded as the Birmingham Bears in 2014, resulting in higher commercial revenue, as then‑CEO Colin Povey noted, “We’ve got to get more people through the gates and attract a new audience.”
The rebranding was reversed twelve years later, with the Bears returning under the Warwickshire name this season, and current CEO Stuart Cain observed, “The club chose a bold, city‑based name for its T20 side, which boosted attendance to record levels and attracted new supporters.”
“However, mindful of our long‑term prospects and member feedback, this is the appropriate moment for change.”
“We are the county, and that is precisely why we are returning to the Warwickshire Bears.”
The 2027 Blast fixture schedule will be published on 24 November, coinciding with the release of Gloucestershire’s new name, kit, and logo.
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