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‘Taking people for fools’ – Gloucestershire to rebrand as Bristol for T20 Blast
Gloucestershire will rebrand its men’s and women’s T20 teams as Bristol from 2027, aiming to attract new audiences and address falling income from the Blast. The move creates a distinct city-based identity while the club says Gloucestershire will remain its wider identity, but it has angered some members who see it as a break with the county’s long history.
The Blast accounts for 20% of the club’s ticket revenue, and competition income fell 21% in 2026 compared with 2025, despite overall attendances rising. Gloucestershire won the tournament in 2024; the new name, kit and logo are expected when the 2027 fixtures are released on 24 November. A club life member described the plan as a “massive misjudgement”, while Warwickshire’s return from the Birmingham Bears name shows city rebrands can later be reversed.
In short
- Gloucestershire’s T20 sides will become Bristol from 2027.
- Blast income fell 21% year on year.
- The plan has prompted concern among some members.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
A Bristol identity could make the teams easier to recognise and support in a large city, helping the club reach new audiences and strengthen income from a competition that accounts for a significant share of ticket revenue. The club says Gloucestershire will remain its wider identity, so the change can be seen as a focused effort to sustain the T20 teams rather than abandon the county.
The case against
The county name carries a long history and connects the teams with supporters across Gloucestershire, so replacing it in the T20 competition risks weakening a valued shared identity. Members may also doubt that a rebrand will reverse falling competition income, and the example of Birmingham Bears returning to Warwickshire suggests a city name can prove temporary.