Worcestershire's commercial director David Leatherdale with Tom Scott
Worcestershire have announced a new two-year sponsorship deal with local insurance firm The Cotswold Group.
The company took over after the previous sponsors, who had backed the club for 10 years, went into receivership just two months ago.
Chief executive Tom Scott told BBC Hereford & Worcester it is a thrill for him as he was raised in the city.
"To see your name on your home club's shirts, that's the thing, it's my home town and we are a local company."
He added: "I was bought up in Ronkswood in Worcester and used to sneak into New Road to play on the outfield during the breaks in play.
"I used to come and watch Glen Turner, Ron Headley, Vanburn Holder and of course Basil D'Oliveira.
"I think Glen Turner was a very underrated player, he could score runs in all forms of cricket, I remember him scoring a lot of runs here in one-day games, a very elegant player," he added.
Scott was very keen to take on the sponsorship role of the New Road side.
"We decided it was too good an opportunity to miss, and were determined to sponsor the club.
"There were quite a few companies who were interested but we were determined to win.
Mr Scott founded the company in 1990 and it now employs over 200 people, and he says he still has time to play a bit of cricket.
"I play for my local village, Sheepscombe, and I bat a little bit but they bring me on to bowl slow right arm and I take a few wickets," he added.
"I have been in he West Indies watching the test cricket, and I regularly come here and watch cricket so I am a big fan of the club."
Worcestershire begin the County Championship campaign against Hampshire at the Rose Bowl on Wednesday 15 April (1100 BST).
There will be full commentary on BBC Hereford and Worcester on 738 am and on line.
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