There’s a new breed of
Fox in Leicester
Leicestershire County Cricket Club boss discloses the evolution of the club and team after vital changes were set in motion last year WORDS BY KERRY SMITH
A
nswering the phone while taking a walk around the newly named Uptonsteel County Ground, Leicestershire County Cricket Club CEO Sean Jarvis was cheerily checking over the venue in preparation for the return of spectators the next day on May 27, with Middlesex arriving for a LV= County Championship fixture. “I’m getting my steps in and inspecting the ground ready for spectators tomorrow,” he told me. The ground in Grace Road was renamed in January, with Uptonsteel becoming the new official ground naming rights partner and this season’s front of shirt sponsor. It’s not the only thing Sean’s achieved for the club in his 12 months with the Running Foxes. They now have an international brand with B-Cure and Good Energies joining 37 other official partners of the club. Sean said: “We’ve always had partners from Leicestershire, but as we grow and develop, we attract partners from around the world. Having international companies get involved in a Leicester sports club is brilliant. It’s great to see global companies take note and be 82 | NICHE
involved in the team and county.” A partnership with South African team Cape Cobras has also been established and, while things take off worldwide for Leicestershire CCC, developments are taking place closer to home. With a new premises licence to hold two major events a year with a crowd capacity of 19,999, the Uptonsteel County Ground is beginning to unlock its potential to be a premier outdoor venue. Sean added: “We have an awful lot of people from around the Midlands and North come to the ground, but we only play so many days of cricket a year, so we have to make sure we generate enough income after the pandemic.” The ground can host concerts, family days out, openair cinemas, corporate and wedding functions, which will benefit the people of Leicester too, Sean says: “Together, they will generate wealth for the town, hotels, and attractions as we draw people to the area.” The club have also rebranded too. Sean commented: “Leicester lost its way a bit over the past eight years, so we decided to use the pandemic to press the
NOW IT’S OUR TURN TO CONTRIBUTE AND PUT LEICESTER’S CRICKET ON THE MAP
reset button and reinvigorate Leicestershire County Cricket Club. We wanted to bring the team back to its roots.” Going back to their traditional colours of green and red, after a stint of red and black, as well as being identified as the Running Foxes, Sean says supporters can better understand their heritage. Keen to engage more with supporters, the club has named the four sides around the ground; Champions Way celebrating all 11 trophies won by the club; Partner Drive displaying logos of the club’s official partners; International Boulevard honouring the international players who have played for the club; and one yet to be named. “We want to build Leicester back to its old ways having developed very good cricketers like Jonathan Agnew and Stuart Broad, who came through our academy. Leicester City Football Club, Leicester Tigers and Leicester Riders are all very successful. Now it’s our turn to contribute and put Leicester’s cricket on the map,” Sean said. Find out what’s on at leicestershireccc.co.uk.
