Yorkshire CCC will be known as the Vikings in one day competitions from the start of this season.
The announcement was made at the Jorvik Viking Centre today (Wednesday).
The county will play under the Vikings name for the first time on their tour of Barbados, which commences on March 16 against Hampshire Royals at the Kensington Oval, Bridgetown.
Yorkshire’s Commercial Director Andy Dawson said: “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.”
Yorkshire have also agreed a partnership with the Jorvik Viking Centre in York, where both organisations will develop a number of promotional initiatives throughout the season.
Cricket Club as we see it as our opportunity to tell more people about their Viking heritage and also work with them in the wider Yorkshire community; something that it is extremely important to us as an educational charity.“
The Yorkshire Vikings will wear two kits in one-day cricket during 2013. A predominantly yellow shirt with Oxford blue and Cambridge blue detail will be worn for the Friends Life t20 competition and a reverse colour way of an Oxford blue shirt with yellow and Cambridge blue detail will be worn in the Yorkshire Bank 40 competition.