Worcestershire County Cricket Club held its first-ever Business of Cricket event last night at the iconic Black Country Living Museum, welcoming 72 attendees for an evening of insightful discussions, networking, and local hospitality.
Kicking off the event, the Club Heritage Co-ordinator, Tim Jones, offered guests a glimpse into Worcestershire’s rich history and its enduring connections with the Black Country. This historical backdrop paved the way for lively panels and presentations. CEO Ashley Giles discussed the sport’s global future, the Club’s evolving challenges, and the value of innovation, culture, and agility in today’s competitive landscape.
Dave Webb of BEARD captivated the audience with a presentation on how brands can “stand out in a sea of grey.” Emphasising the necessity of being bold and unique, he encouraged local businesses to consider how strong branding can cultivate lasting impact and engagement in cricket and beyond.
Joe Tromans, Commercial Director at Worcestershire, hosted a panel featuring Rich Cox (Langley Compass Group), Andy Pountney (AndyFreight), and Wes Griffiths (JPM Broking Services), all Club partners from the Black Country. They examined the importance of sports partnerships in business development and community building, sharing firsthand experiences and success stories.
Adding to the relaxed and distinctive atmosphere, guests enjoyed the Museum’s famous fish & chips and locally brewed drinks, giving them a true taste of the region’s heritage while they networked and exchanged ideas.
Reflecting on the event’s success, Ashley Giles underlined the Club’s commitment to nurturing strong relationships in the region:
“We’re incredibly proud to bring people together under the Worcestershire CCC banner. By strengthening our ties with the local community, we create a shared sense of pride and open up opportunities that benefit everyone—on and off the field.”
In his closing remarks, Joe Tromans, Commercial Director of Worcestershire, praised the collaborative spirit in the room:
“Seeing so many enthusiastic faces at our inaugural Business of Cricket event reaffirms our vision. The collaborative energy here tonight is a testament to the passion of our partners, and we look forward to building on this momentum.”
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