‘Clean Slate’ as Yorkshire CCC secure new sponsor from India

YORKSHIRE’s attempt to move on with a clean slate after the racism affair has taken a literal step forward after they secured a two-year partnership deal with an Indian entertainment firm.
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Clean Slate Studioz (Clean Slate for short) has become principal partner across YCCC and the Northern Diamonds women’s team.

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The arrangement will see the pavilion renamed the Clean Slate Pavilion, the company’s branding on the outside of the East Stand, its name on the official playing shirt and training wear of the Northern Diamonds and pitch branding for all non-televised games that are streamed.

A general view of Emerald Headingley with the Carnegie pavillion (Picture: SWPix.com)A general view of Emerald Headingley with the Carnegie pavillion (Picture: SWPix.com)
A general view of Emerald Headingley with the Carnegie pavillion (Picture: SWPix.com)

Clean Slate - “the world’s only female-forward, female-first original content streaming platform”, set to launch globally next year - is believed to be the first Indian business with significant naming rights at a UK sports venue.

Lord Kamlesh Patel of Bradford, the Yorkshire chairman, was in Mumbai yesterday along with Darren Gough, the interim managing director of cricket, for a signing ceremony to celebrate the deal.

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Patel pronounced it as “an important step forward” as the club looks to prioritise equality, diversity and inclusion and continue the process of winning back/attracting new sponsors after recent events.

The exact financial details of the tie-up have not been disclosed.

Yorkshire's Carnegie Pavillion at Headingley. (Picture: Bruce Rollinson)Yorkshire's Carnegie Pavillion at Headingley. (Picture: Bruce Rollinson)
Yorkshire's Carnegie Pavillion at Headingley. (Picture: Bruce Rollinson)

“This new partnership, with a vibrant Indian brand that knows how to entertain diverse communities, is an exciting step for Yorkshire,” said Patel.

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“Our proud club has a great future, welcoming everyone into our ground and this game, and our new partners are champions of inclusivity, diversity and equity.

“We are excited to have this new and ground-breaking partnership and to see the commitment to the women’s game.

“As this relationship develops, it will bring further opportunities to our members, our communities and our teams and we are excited and energised by having Clean Slate alongside us.”

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Gough echoed Patel’s comments, saying: “Headingley has always been a ground like no other and we welcome Clean Slate into our home.

“As a proud Yorkshire captain and an England international, I’ve seen and felt first-hand the incredible atmosphere in our ground.

“So I’m looking forward to seeing how the creativity, experience and values that Clean Slate bring can take us forward, on and off the pitch, from the first day of this season.”

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The audience at the signing ceremony saw footage of Gough’s hat-trick during the Sydney Ashes Test of 1999 and also heard Patel talk about his journey to becoming Yorkshire chairman.

He once again praised Azeem Rafiq, the former Yorkshire off-spinner at the heart of the racism story, and said that Yorkshire CCC had changed for the better.

“A young man who faced so much discrimination (Rafiq) spoke out very bravely,” said Patel, adding that those from diverse communities had not been coming through the Yorkshire system.

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“Now we have a once-in-a-generation opportunity to change Yorkshire cricket and hopefully world cricket too.

“This (link-up with Clean Slate) is a match made in heaven.

“We are really looking forward to this partnership together.”

Karnesh Ssharma, the Clean Slate founder, said that his company had been attracted by Patel’s and Yorkshire’s vision for the future.

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Clean Slate’s stated aim is to challenge gender stereotypes by placing and promoting female actors, directors and producers to roles.

“We’re incredibly proud to partner with Yorkshire and to be the first Indian company to have their name prominently featured within a UK sports ground,” commented Ssharma.

“Clean Slate puts inclusivity and diversity at the fore of its entertainment roster, and we truly believe that our entertainment vision and values align with that of Yorkshire County Cricket Club moving forward.

“Our ambition is to help make the Headingley venue a beacon for equality and inclusivity in Yorkshire and the sport in general.

“We are looking forward to a great partnership with the Yorkshire club.”

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