What has been the impact of new owners on The Hundred?

Except this isn't Leeds United's players belting out their club anthem, but the Sunrisers Leeds Hundred squad, awkwardly singing a new version.

There are lyric sheets involved, and some players are laughing as if struggling with a task set by a self-proclaimed comedy best man at a wedding.

The video is shared on social media by Sunrisers after a win and soon deleted.

It illustrates a key issue facing The Hundred after its first year since the private investment that has resulted in several rebranded teams - including Sunrisers, who took the place of the Northern Superchargers.

History and tradition are, by their nature, impossible to manufacture.

But creating a clear team identity is a vital part of reaching those all-important new audiences.

What has been the impact of new owners on The Hundred? Has it been positive? And what are the reasons behind some of their changes?

Lancashire chief executive Daniel Gidney - also on the board of the Manchester Super Giants (MSG), who rebranded from the Originals and changed their team logo and colours - says there's no choice but to be bold.

"If you're trying to launch a new brand in a new market, in the UK particularly, in a city that is dominated by football, you've got to go big and loud," Gidney told BBC Sport.

One daring 'brand activation' resulted in almost 30,000 free shirts being given to Super Giants fans.

"To give everybody a free jersey who bought a ticket is extraordinarily different," said Gidney.

"You can't normally do it because a kit manufacturer will go, 'No, no, no. I've got to sell that kit for £60-80.'

"You never get anything for free. It's had a massive impact, much more than I thought."

The decision was made this first year to forego a potentially lower kit deal for the opportunity to build the MSG brand, get fans in the team colours, and then strike a more lucrative supplier deal in years to come.