INDIA-BASED global streaming platform Clean Slate Studioz (Clean Slate) has been announced as the new Principal Partner for Yorkshire CCC.

As well as becoming Principal Partner across Yorkshire and the Northern Diamonds, Clean Slate will be the title sponsor at Yorkshire’s Headingley ground – the first Indian business with significant naming rights at a UK sporting venue.

The new two-year partnership agreement, starting this season, sees Clean Slate replace Emerald Publishing Group.

As well as title of Principal Partner of Yorkshire, their name will also adorn the main pavilion - now known as the Clean Slate Pavilion instead of Carnegie.

They will also have branding on the outside of the East Stand at Headingley, above the main entrance to the ground.

Clean Slate’s name will be present on the playing and training shirts of Yorkshire and the Diamonds, while they will also have pitch branding for all non-televised games that are streamed at Headingley.

Clean Slate are an Indian-based entertainment business.

They are the world’s only female-forward, female-first original-content streaming platform and are scheduled to launch globally in 2023.

Clean Slate has a stated mission for equality, and they see the opportunity for Headingley to drive inclusivity, diversity and engagement through cricket, both as a sporting venue and heart of a sporting community.

Speaking on the partnership, a first of its kind for a business in India, Clean Slate Filmz and Clean Slate Founder Karnesh Ssharma said: “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 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.

“Our ambition is to help make the Headingley venue a beacon for equality and inclusivity in Yorkshire and the sport in general.

“We are looking forward to a great partnership with the club.”

Amreesh A. Chandra is the Co-Founder of Clean Slate Filmz, the production company which recently announced a $54m content deal with Amazon Prime and Netflix.

“With India and the UK being at the cusp of drafting a historic trade and business relationship, the partnership between YCCC and Clean Slate reflects the vision of the two governments,” he said.

“The partnership also reflects India’s leadership and global vision during its 75th year anniversary of independence.

“We believe we are acting as a catalyst for increased sports venue sponsorship in the UK by Indian companies, to strive for the level of success enjoyed by the Middle East in recent decade.”

Lord Patel, Yorkshire’s chair, was keen to highlight that the partnership with Clean Slate is a valuable step in the development and direction of the club, combining the power of Indian cinema and cricket like never before.

He said: “This new partnership – with a vibrant Indian brand that knows how to entertain diverse communities – is an exciting step for Yorkshire.

“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.

“As this relationship develops, it will bring further opportunities to our Members, our communities and our teams, and we are excited and energised by having Clean Slate alongside us.”

Headingley will this year host England men’s LV=Insurance Test against New Zealand from 23 June and the final match of the Royal London One-Day Series against South Africa on 24 July.

Darren Gough, managing director of cricket at Yorkshire, added: “Headingley has always been a ground like no other, and we welcome Clean Slate into our home.

“As a proud Yorkshire captain and an England international, I’ve seen and felt first-hand the incredible atmosphere in our ground.

“So I’m looking forward to seeing how the creativity, experience and values that Clean Slate bring can to take us forward, on and off the pitch, from the first day of this season.”