Yorkshire's limited-overs side have been renamed the Yorkshire Vikings
Last Updated: 06/03/13 5:05pm
Yorkshire have revealed that their limited-overs side will now be known as the Yorkshire Vikings.
The new name will take effect from the pre-season tour of Barbados, which starts with a game against Hampshire Royals on March 16.
Yorkshire's commercial director Andy Dawson told the club's official website: "We wanted a new name that has relevance to the region.
"The Vikings have been ingrained in Yorkshire for over 1000 years and are woven into the fabric of the county's history. One of their legacies was establishing the Ridings of Yorkshire, which is still apparent in the geographical make-up of the region today.
"With the Vikings brand, we now have a name that is marketable and gives us a hook to promote the club to a wider audience. Our creativity in developing a new look and feel for the team will enable us to implement new revenue streams and attract a younger audience.
"Cricket cannot be viewed simply as a sport. It is a form of entertainment that in modern times operated in a highly competitive environment vying for consumers' leisure time.
"We hope that people and in particular children will identify with the Yorkshire Vikings and embrace the activity we have planned at Headingley this season."