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Leicester’s county cricket ground renamed

The county cricket ground at Grace Road in Leicester, England, has been renamed the Uptonsteel County Ground.

Long standing partner Uptonsteel became Leicestershire County Cricket Club’s [LCCC] new ground naming rights partner ahead of the 2021 season.

The agreement will serve the length of the 2021 domestic season.

The partnership between club and company moves into its fifth year, with Uptonsteel having been the front of shirt and wicket sponsor for LCCC, as well as having their branding around the ground. This agreement is also continuing for the 2021 season as well.

James Upton, Managing Director for Uptonsteel said:

We’ve been supporters of the Running Foxes for about four years and have benefited from the exposure offered to us through previous sponsorship opportunities.

We’re really proud to be named as the official ground naming rights sponsor. At Uptonsteel we’re really passionate about sport and the Running Foxes have played a big part in our region’s community for so long, we want to support the Club’s future. We can’t wait for the season to start and we’re behind the Running Foxes all the way.

Tracey Branson, commercial manager for LCCC said the new ground naming rights deal was testament to the relationship both organisations have fostered over the last four years. She said:

We are really excited to welcome Uptonsteel as our new ground naming rights sponsor in readiness for the 2021 cricket season. Their support is invaluable to us as we prepare to welcome fans back into the ground once more.

We are currently working to update our signage so Uptonsteel County Ground will be visible at all ground entrances, the business also receives greater exposure at a national level through TV and written media.