Photo Credit: Yorkshire County Cricket Club
Global sports partnerships specialists Sporting Group International (SGI) has been appointed by Yorkshire County Cricket Club (YCCC) to lead a search for a Stadium Naming Rights Partner for its iconic Headingley Cricket Ground.
Home to YCCC since 1890, Headingley hosted its first Test match in 1899 and has gone on to host some of the most iconic fixtures in English cricket history, including the legendary Ashes test victories against Australia in 1981 and 2019.
The 18,350-capacity stadium is set to host 34 days of men’s international cricket over the next seven years, following the England & Wales Cricket Board’s (ECB) Major Match allocation made in 2023. Women’s international cricket will take centre stage when England Women meet Australia Women in a Test match at Headingley as part of a multi-format series in 2027, with confirmed international white ball fixtures in 2028, 2030 and 2031. As the home of Yorkshire, it will host multiple men’s and women’s fixtures across all formats and all Northern Superchargers home games in The Hundred.
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.”
SGI has previously led stadium naming rights campaigns for EFL football clubs Bolton Wanderers and Leyton Orient and delivered commercial partnerships for multiple sporting organisations across Europe and Asia.
YCCC Chief Executive Stephen Vaughan, 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 it’s name to and one of very few stadia worldwide that are truly globally recognised.”
In addition to its commercial partnerships team, the firm operates its sports recruitment and athlete talent management divisions from its headquarters in central Birmingham. The firm also has European operations in Spain, Germany and Italy and an Asia headquarters in New Delhi, India.
For further information on SGI, please visit www.sportinggi.com for further details.
