Worcestershire have become the latest club to re-brand their side for the Natwest T20 Blast, with the moniker ‘Rapids’ to be used throughout the 2014 competition.
The county, who have suffered severe flooding of their New Road ground once more this winter, have chosen a name synonymous with water.
Worcestershire have never reached Finals Day in the shortest format of the game, but have high hopes that high-profile new signing Saeed Ajmal can combine with the likes of England international Moeen Ali to fire them to Edgbaston.
The club’s business development director Jon Graham stressed that the name change would be for the Blast competition only and will help the club reach out to new supporters.
He said: "Four day cricket is our bread and butter and our membership is vitally important to us, which is evident in that we generate close to half a million pounds through membership each season. Whilst we will be known as the Worcestershire Rapids for NatWest T20 Blast, we will certainly be staying as Worcestershire CCC for both four day and one day cricket.
"However, we see a different audience that comes to watch this shortened format of the game and we need a brand that compliments that. We did a lot of internal soul searching over the last 12 months to come up with an identity that people can relate to.
"We thought of a name that combines the regular floods, and this time there literally were rapids lapping up against the side of the buildings at New Road, with the fast paced style of cricket that is synonymous with NatWest T20 Blast. The competition will produce rapid runs, rapid wickets and rapid cricket so I think people can really relate to that.
"It's a fantastic identity to make sure Worcestershire is really up there with everyone else in terms of marketing strategy and, having a brand like Rapids, people can really associate with it.
“We should never forget the resilience of this fantastic club as we always come back in the face of adversity. This strength is testament to the staff at Worcestershire County Cricket Club, from CEO to part time staff, and the Rapids brand is an extension of this."