Acrisure, a Michigan-based fintech and insurance firm, has strengthened its presence in English cricket by partnering with Nottinghamshire County Cricket Club. This collaboration will see the renaming of the Trent Bridge Fox Road stand to the Acrisure Stand for the next three seasons.
This latest move adds to Acrisure’s growing sports portfolio, which already includes the naming rights to the Pittsburgh Steelers’ NFL stadium in Pennsylvania and Thousand Palms’ indoor arena in California, home to the American Hockey League’s Coachella Valley Firebirds.
Lisa Pursehouse, Nottinghamshire’s chief executive, welcomed the partnership, emphasizing its significance. “We are delighted to welcome Acrisure into our Trent Bridge family. Having enjoyed a longstanding, mutually beneficial relationship with Russell Scanlan, we’re pleased to be able to strengthen our partnership through their parent company. By featuring both as stand sponsor, on the sleeves of The Blaze’s playing shirts, and with aspirations to work alongside the Club to engage with the Nottinghamshire community, Acrisure has shown a real commitment to our sport and our venue and we look forward to working together over the coming years.”
In addition to the stand sponsorship, Acrisure’s branding will be featured on the sleeves of Nottinghamshire’s women’s team, The Blaze. The partnership extends beyond branding, with Acrisure aiming to collaborate with the club on community initiatives.
Nottinghamshire’s Trent Bridge ground will play a key role in the upcoming cricket season. It will open the men’s Test summer in May as England takes on Zimbabwe and will also host a T20 International between England men and South Africa in September, as well as a women’s T20 against India.
Acrisure UK chief Mark McIlquham highlighted the alignment between the firm and Nottinghamshire County Cricket Club. “We feel that there’s a strong cultural alignment between NCCC and Acrisure – an international venue, a strong commitment to community outreach and a proactive approach to the development of women’s cricket in the UK”
“Additionally, Russell Scanlan, Nottingham’s longest-established insurance broker – founded in 1881 – is one of Acrisure’s most valued partners, and oldest globally. They have had a close supporting relationship with NCCC and Trent Bridge for over 25 years. It seemed wholly appropriate that Acrisure look to expand on that partnership between two heritage brands, build on that shared history, whilst supporting impressive plans for the future of the club and the venue. We’re excited for the new season and to be able to promote the sport, the venue and the city.”
This partnership reflects Acrisure’s commitment to both sport and community engagement, reinforcing its presence within Nottinghamshire and the broader cricketing landscape.
