Worcestershire County Cricket Club celebrated a remarkable achievement at the 2024 Business of Cricket Awards (BOCAs), taking home the Community Engagement Campaign of the Year for its impactful Soup Kitchen initiative at Visit Worcestershire New Road.
This prestigious recognition, awarded at the annual BOCA ceremony held at Edgbaston, acknowledged the innovative partnership between Worcestershire County Cricket Club and Worcestershire County Council. The initiative has made a significant difference in the lives of vulnerable community members over the past year.
The club was represented at the ceremony by CEO Ashley Giles, Head of Commercial and Partnerships Joe Tromans, Head of Operations Helen Grayer, Head of Finance Richard Sugden, Safeguarding & EDI Lead Cheryl Instan-Smith, Marketing Manager Sarah Wilson, and HR Manager Sarah Johns.
A Milestone of Support for the Community
The Soup Kitchen, hosted every Wednesday from 11am to 1pm. in the Severn Suite at New Road, recently marked a significant milestone: serving its 3,000th meal. This initiative reflects Worcestershire’s unwavering commitment to making a positive impact beyond the cricket field.
Ashley Giles, Worcestershire’s CEO, shared his thoughts on the project:
“This has been such a rewarding initiative, not only by providing meals but also by creating a space for support and connection. Winning this award is a testament to the dedication of everyone involved, from launching the initiative to ensuring its continued success. While we strive for excellence on the pitch, it’s equally important for the club to foster meaningful connections within the community.”
A Warm Welcome for Everyone
Marketing Manager Sarah Wilson highlighted the significance of the Soup Kitchen:
“This award is a tremendous recognition for our partnership with Worcestershire County Council. The Soup Kitchen offers a warm space and a full meal, including dessert, for vulnerable and lonely individuals. It has become a vital focal point for people, regardless of age or background, and it operates year-round—even during match days. Serving 3,000 meals is a milestone we are incredibly proud of.”
Further Recognition for Worcestershire
In addition to winning Community Engagement Campaign of the Year, Worcestershire was a finalist in three other categories:
- Best Development or New Facility Under £500,000: Recognising the state-of-the-art multi-faith room at New Road.
- Customer Retention Initiative of the Year: Honouring the club’s strategies to enhance fan loyalty and improve the customer experience.
- Sponsorship Campaign of the Year: Celebrating Worcestershire’s partnership with BEARD, which delivered measurable value and unforgettable experiences for supporters.
These accolades highlight Worcestershire’s dedication to excellence on and off the field, reinforcing its reputation as a club that champions both cricketing success and community engagement.
