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 and heralded it as ‘an exciting new chapter.’

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.

A statement by the club on Thursday said players, members, key stakeholders and the ECB had been consulted over several months in order to “shape an exciting new chapter in our evolution”.

It added: “Building on more than 150 years of proud heritage, Gloucestershire Cricket will always remain our overarching identity and the foundation of everything we do.

“As part of our wider strategic vision to grow domestic cricket, attract new audiences across the region, and drive commercial reinvestment back into the sport, we will be creating a new dedicated T20 identity for our men’s and women’s teams.”

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.

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.”