"Our DNA is very much red and green" - Sean Jarvis

Leicestershire County Cricket Club announced a refresh to the club’s branding last week, as the club revert back to their traditional colours of green and red.

The change is to coincide with the new chapter taking place at Grace Road which is spearheaded by Chief Executive, Sean Jarvis, who joined the club in June 2020 after spending 18 months on the club’s board.

Jarvis spoke exclusively to Foxes TV regarding the decision to rebrand the running fox which is synonymous with Leicestershire cricket.

He said: “Identity is incredibly important to me, the board and the whole club.

“There is an argument to say that we may have lost our identity of who we are as a club over previous years, but I think it is time for us to bring that back.”

He continued: “We have looked at our DNA, and our DNA is very much red and green, that is our heritage, and they are our colours.”

The changes taking place at Grace Road are not only taking place off the field, as the playing staff during the condensed 2020 season was ever changing during the truncated two-month long season.

The Running Foxes fielded the joint-youngest squad in this year’s Vitality Blast which saw them miss out on a place at Finals Day after a last-ball defeat at Trent Bridge against eventual winners Notts Outlaws.

The average age of the playing XI in the Blast for the Runnings Foxes was 25.3, joint with Yorkshire Vikings, with the second lowest average age of a squad that made it through to the quarter-finals being Lancashire Lightning who averaged 26.6.

Jarvis went on to address the change in cricketing philosophy at Grace Road: “We are working on bringing our heritage back with the tradition of developing players here and giving them a clear pathway so that they can become top cricketers.

“We have taken the opportunity to look at ourselves and identify who we are as a cricket club and we use the phrase ‘Academy of Cricket’. That is what we are.

“We are here to learn, we are here to develop, and we are here to be a better club and develop in every way we possibly can.”

Jarvis heads into the re-branding project with plenty of experience behind him in that department, as former Commercial Director at Huddersfield Town AFC, as he explains: “I have undertaken many branding projects throughout my career.

“Branding is not just about the pretty pictures but is about how it runs through your veins.

“During my time at Huddersfield Town we discovered who we were as the Terriers and we believed in our philosophy to go forward, and that journey took them all the way to the Premier League. We have a similar exercise here to do.

“We need to discover who we are as a club and have that DNA within us from the coaches, to the players, to the academy, to the people behind the scenes, to the board members and the chair.

“We need everybody believing and pulling in the same direction.”

*Watch the full interview with Sean below where he discusses the current re-branding project, the upcoming 2021 membership campaign and much more.