POTENTIAL sponsors are expected to be vying for the attention of Worcestershire County Cricket Club this year after it was revealed as the country's most popular venue for the sport's broadcasters.

New Road was the most frequently televised venue for domestic cricket last season with more coverage transmitted from the ground than any other.

More than three million viewers tuned in to watch the county's fortunes between April and September 2004.

And Worcestershire and their sponsors received a total of 32 hours of coverage with five complete games broadcast live.

The independent research, conducted by Sports Marketing Surveys and the England and Wales Cricket Board, showed a total of 3.23 million viewers tuned in during a total of six live matches featuring Worcestershire.

"Once again Worcestershire and New Road have proved hugely popular with cricket's broadcasters who provide a vital source of funding to the game and enormous exposure for our business partners," said commercial director for the club, Tom Sears.

"These figures confirm that Worcestershire is a highly attractive proposition for potential sponsors and business partners.

"Our live attendances have increased by nine per cent again this year despite having less fixtures and both our home Twenty20 Cup matches sold out well in advance.

"With the prospect of at least four home Twenty20 fixtures and the possibility of a tourist match against Australia, the summer of 2005 is looking an exciting proposition in terms of the cricket on offer and the opportunities available for commercial partners."

This year the club had three main business partners - Apollo 2000, Banks's Brewery and Haier. Crusader and npower sponsored the team's kit.