Durham
FOLLOW US ONLINE TWITTER.COM/SPORTNEMAG
Durham
COUNTY CRICKET CLUB
Durham CCC has undergone a rebrand ahead of the new season and will be looing
for a positive campaign in 2019. Their Marketing Director David Jackson recently
took the time to tell us more about their plans for the year ahead.
Rebrand
He told us, “We had carried out some
work on the purpose, vision, values and
behaviour of the club with the aim of
focusing all staff and the team on taking
the club forward. It seemed a natural
step to then review the visual identity
of the club to make sure it matched our
new purpose.
Our
new
identity
combines
traditional elements associated with
Durham Cricket, such as the Lion and
the colours used, with a new dynamic
creative design which resonates with
our ambition to take the club forward
into a new era of success both on and off
the field.
The Lion head and capital ‘D’ have
been combined to form a distinct stand-
alone symbol that can be replicated
across any marketing material or piece
of merchandise. The original Durham
team colours have also been utilised and
contrast effectively to give a bold and
striking design.
The new identity is designed
to be emotive, inspiring, and most
importantly, an identity that players,
staff and fans can identify with and
believe in.”
than ever before with more children,
women and families being drawn to the
game. It is therefore vital that we have a
consistent brand with a universal appeal
across all demographics to enhance our
profile and maximise opportunities to
grow the Durham Cricket family.
We hope the brand will resonate
with existing fans and members but
also appeal to the new audience which
is being drawn into Cricket by the likes
of T20 and the All Stars initiative. The
Hundred tournament launching next
year provides another opportunity
to extend the reach of cricket in this
country. We need to be ready to appeal
to that audience and grow our fan base.”
Atmosphere
“The mood here is extremely positive
at present. The club went through a bit of
a tough time but that’s in the past. There
have been a lot of changes from the top
and throughout with a new Chairman,
Chief Executive, Director of Cricket and
a revamp of the coaching staff along
with new players coming in.
Whilst the club has been extremely
successful in the past the changes have
brought a fresh approach and we are an
ambitious group who all care about the
club and are working together to take
the club forward and hopefully, over
time, achieve the success we have had
in the past. There is a real appetite to be
successful both on and off the field. We
Impact
“Cricket is a global sport and with
the development of modern technology,
Durham Cricket is increasingly being
viewed from across the World.
The rise in new formats of the game
are encouraging a more diverse audience
“Liontrust has been the back of shirt sponsor of the T20 team (Durham Jets) for just over a year now. We also support the Family Zone
at the Emirates Riverside Ground, the Women’s Academy and the club’s community engagement through its Foundation.
We partnered with Durham because of its focus on helping the local community and its fantastic record of developing young players
into test stars. Community engagement is a key part of any sponsorship Liontrust enters into. Durham’s re-brand is impactful because
it is seeking to use it to diversify its fan base, particularly among women and children, through a modern design while retaining its
traditional colours and values.
We are especially supportive of the fact that the lion is central to Durham’s crest! We wish Durham all the success for the forthcoming
season and look forward to developing further our partnership this year.”
Simon Hildrey, Chief Marketing Officer, Liontrust
28 Issue 01