The inspiring partnership between the county’s new place brand, The Durham Story, and Durham Cricket’s first professional women’s team, has been recognised nationally after being named as a finalist in the ECB Business of Cricket Awards 2025.

To ensure long-term success, Durham Cricket needed the right partners, those who not only aligned with their values, but shared a vision for creating meaningful, sustainable change in sport and in the region. The Durham Story became the first-ever exclusive sponsor of the Durham Women’s team. It was a powerful message - a new team representing the future of women’s sport, supported by a new brand representing the future of the county.

Tom Seymour, Commercial Director at Durham Cricket said: “This partnership exemplifies the power of true alignment in sponsorship. In March 2025, as Durham Cricket was launching its first-ever Tier 1 professional women’s team, the Durham Story place brand was being launched - both representing bold new chapters for the county. And this shared moment of transformation created a perfect platform for collaboration. The sponsorship not only helped launch and sustain the women’s team, it strengthened the identity of a county committed to progress, and with the shared grit, determination and passion to succeed”.

The Durham Story partnership was brought to life through a multi-channel strategy that reached audiences locally, nationally, and globally, including kit branding, pitch presence, digital and broadcast exposure and events, with the women’s team also becoming Champions for the place brand, acting as ambassadors for the county.

Michelle Gorman, Managing Director of Visit County Durham added: "This partnership is about more than logos and advertising - it’s about identity, pride, and progress. Supporting Durham Cricket’s women’s team allows us to showcase our county’s commitment to equality, ambition, and excellence. The Durham Story is about celebrating what makes this place special, and our partnership with Durham Cricket brings that story to life on a national and international stage."

Discover more about the Durham Story at: Durham-UK.com