Image caption, Gloucestershire's Jack Taylor lifts the Blast trophy in 2024 but income from the T20 competition has dropped sharply since that success ByAlex Hoad, BBC Sport England and Steve Kitchen, BBC Radio Gloucestershire Published 9 minutes ago Gloucestershire will no longer compete in the T20 Blast under the county's name, instead rebranding to Bristol from 2027.
The club have played all formats of the county game since 1870 as Gloucestershire but are taking the strategic decision to change identity in a bid to "reach a new audience" to address falling ticket revenue.
The club revealed their intentions in a club strategy meeting for members in the Grace Room in the pavilion at Bristol's Seat Unique Stadium on Wednesday night, with another meeting set for Thursday evening in Cheltenham to discuss the plans.
Neil Priscott, the club's chief executive officer, and Jenny Hall, head of audience development, informed members of the club's strategic direction and future plans, with members of the club board also in attendance.
Priscott told members they plan to "invest in Gloucestershire's future – strengthening our club identity as we pursue our top-eight ambition, while creating a distinct Bristol-based T20 team to reach a new audience." While overall attendances are increasing, the Blast - which drives 20% of the club's ticketing revenue - is declining.
Gloucestershire have been approached by the BBC for further comment.
The club won the Blast for the only time in 2024, thrashing West Country rivals Somerset at Edgbaston to pick up their first silverware in nine years, but revenue from the competition was down 21% in 2026 compared to 2025.
Warwickshire rebranded to the Birmingham Bears in 2014, and saw an increase in commercial income with then-Warwickshire CEO Colin Povey saying at the time: "We've got to get more people through the gates and attract a new audience." The decision was reversed 12 years later, with the Bears returning under the Warwickshire banner this past season and current CEO Stuart Cain said: "The club decided to be bold with a city-based name for our T20 team, and it saw attendances grow to record levels and attract new fans to the Bears.
"But with our long-term future in mind, and following feedback from members, now is the right time for change.
"We represent the county, and that's what returning to Warwickshire Bears is about." Fixtures for the 2027 Blast will be released on 24 November with Gloucestershire's new name, kit and logo expected to be released at the same time.
Image caption, The Seat Unique Stadium in Bristol, formerly the County Ground, has been home to Gloucestershire since 1889 'Marketing madness - people will feel detached from the club' Gloucestershire life member Tim Lezzard, who has been watching the club play for 40 years and wrote the book Never Say Die, celebrating the club's One-Day Cup win in 2015 said he was horrified when he heard the news on Wednesday evening.
Lezzard told BBC Radio Gloucestershire: "We have been playing in Gloucestershire for 156 years, we have played across the county - it's hugely important to the club.
"We were told that the history and heritage is really important during this glossy presentation [only] to then go and try and totally wipe it out in one move of marketing madness.
"Everyone I have spoken to is appalled by it.
There are no positive comments whatsoever.
Some people are saying they just wouldn't bother going to watch if the name changes." Lezzard said he understood the club's reasons for trying to attract additional income but called the decision "a massive misstep".
"Nobody is crying out for the name to be changed," he said.
"I am sure the club are trying to do the right thing by trying to attract new people, but they are also taking people for fools – do people really not understand that Gloucestershire play in Bristol.
"What they are doing is alienating all those people in the north of the county who will feel this complete detachment from this new club.
"I think they've gone down the wrong path, I understand the reasons.
I applaud the club for trying to do something positive and encourage people to come and watch, we all need that, but to just get rid of 156 years of history is a massive misstep I think.
"I think it will be a interesting meeting [in Cheltenham], maybe quite feisty, I think there will be a lot of opposition to it.
