Worcestershire County Cricket Club is proud to unveil a landmark partnership with the Black Country Living Museum, one of the UK’s leading open-air heritage sites, and recently crowned, Visitor Attraction of the Year by Visit England.
This collaboration unites two storied institutions with a shared mission: to celebrate and preserve the region’s rich cultural and sporting history while delivering exceptional experiences for supporters, families and businesses.
As part of the partnership, the club and museum will collaborate on a series of initiatives that honour the past while creating exciting new platforms for community engagement. Notably, this union rekindles Worcestershire’s deep-rooted ties to the Black Country, with Dudley Cricket Club having served as the County’s second home for much of the 20th century. Matches at Dudley brought first-class cricket to thousands of supporters across the region and remain fondly remembered in club folklore.
“This partnership is built on the stories that shape who we are,” said Joe Tromans, Commercial Director at Worcestershire County Cricket Club.
“With the museum now home to Don Kenyon’s kitchen, a tribute to one of our greatest ever players, and our longstanding ties to Dudley, this is a powerful moment of reconnection with our Black Country roots. From history-themed matchdays to curated museum experiences and vintage characters at the ground, this collaboration promises something truly unique.”
The partnership will see Black Country Living Museum branding featured around Visit Worcestershire New Road and promotional videos streamed live to millions of online viewers.
“This collaboration with Worcestershire gives us a powerful opportunity to tell the Black Country’s stories through new and engaging formats,” said Kate Kirkpatrick, Head of Cultural Enterprises at the Black Country Living Museum.
“We’re particularly proud to now house Don Kenyon’s post-war kitchen in our new 1940s–60s development, it’s a deeply personal tribute and one that resonates across generations. And with the County having played so many memorable games in Dudley, this feels like a homecoming of sorts.”
The partnership also includes the return of cricket to the museum’s cobbled streets this summer with the Black Country Street Sixes business tournament in June. Looking ahead, Worcestershire will also host its Business of Cricket Winter Event, continuing to connect leaders across sport, culture, and enterprise.
