Yorkshire CCC appoints specialist agency to lead naming rights search

SGI has previously led naming rights campaigns for football clubs such as Bolton Wanderers and Leyton Orient, as well as delivered commercial partnerships for multiple sporting organisations across Europe and Asia.

Stephen Vaughan, the Yorkshire chief executive, said: “The commercial side of the business is in great shape.

“In 2024, we sold a record number of memberships, attendances for our Vitality T20 Blast and Hundred matches have both increased, and our advertising and commercial spaces are scarce, such is the renewed appetite in partnering with Yorkshire cricket and Headingley cricket stadium.

“Now is the right time for us to embark on finding the right partner to work with on a naming rights agreement that will help us continue our own positive direction and accelerate and amplify the brand recognition of our chosen partner.

“Headingley cricket stadium is an incredible asset for a partner to add its name to and one of very few stadia worldwide that are truly globally recognised.”

Ian Dutton, UK managing director at SGI, said: “Headingley stadium is a ground that’s known by cricket fans around the world and everyone at SGI is excited at the prospect of securing naming rights for such a prestigious venue.

“The stadium has undergone a lot of redevelopment in recent years and its facilities in the new Howard Stand are some of the best in the country.

“Combined with such a strong allocation of major match cricket in the coming years, including England’s 2025 Test match against India, and Australia in the 2031 Ashes series, it’s a fantastic opportunity for any brand.

“We look forward to working with chief executive Stephen Vaughan and his team to develop this opportunity.”