Clean Slate Studios sponsors racism-hit Yorkshire County Cricket Club in its rebrand

It will be the first Indian company to sponsor a UK sports ground

Yorkshire County Cricket Club signs sponsorship deal with Clean Slate Studios in aftermath of racism scandal. AFP

Clean Slate Studios has become the first Indian company to sponsor a UK sports ground in its venture to help Yorkshire Country Cricket combat its racism woes.

The club announced a new two-year sponsorship deal with the Indian media company, which will take over as a principal sponsor at Headingley Stadium.

Last year, the England and Wales Cricket Board suspended Yorkshire from hosting international matches as punishment for the club’s “wholly unacceptable” response to the racism suffered by former player Azeem Rafiq.

Mr Rafiq spoke out about years of racism he had suffered at the club, prompting fundamental change at Yorkshire and an unprecedented review across cricket.

In February the club’s suspension from hosting international games was lifted in recognition of its “good progress” on addressing the problems of racism and bullying.

As part of the new sponsorship, the main pavilion at Headingley will be known as the Clean Slate Pavilion.

“We're incredibly proud to partner with Yorkshire and to be the first Indian company to have their name prominently featured within a UK sports ground,” Clean Slate founder Karnesh Ssharma said.

“Clean Slate puts inclusivity and diversity at the fore of its entertainment roster, and we truly believe that our entertainment vision and values align with that of Yorkshire County Cricket Club moving forward.”

Lord Patel, chairman of Yorkshire County Cricket Club, says the partnership with Clean Slate is a valuable step in the development and direction of the club.

“This new partnership — with a vibrant Indian brand that knows how to entertain diverse communities — is an exciting step for Yorkshire,” he said.

“Our proud club has a great future, welcoming everyone into our ground and this game, and our new partners are champions of inclusivity, diversity, and equity.

“We are excited to have this new and ground-breaking partnership and to see the commitment to the women’s game.”

Yorkshire’s Headingley Stadium will host England’s third test against New Zealand in June and a one-day international against South Africa in July.