THE ART
OF THE GAME
Following a trophy-winning season in 2025, Worcestershire County Cricket Club wanted to build on its success with a multi-layered creative campaign to launch its new kit, set the tone for the season and raise the bar for the promotion of cricket across England.
THE
CHALLENGE
As the club’s established official Creative Partner, WCCC’s executive team challenged BEARD, M+T Group’s creative studio, to pitch a season long campaign based around concept of ‘The Art of the Game’.
The creative brief included men’s and women’s kit design, merchandise, general club marketing, social media, ticket sales and match-day promotion while needing to be complementary to the differing styles and personalities of first-class, one-day and T20 cricket.
As such, the creative concept and campaign needed to be inclusive, inspiring and unifying. The project also needed to resonate with a multitude of audiences from the club’s owners, its player and sponsors to the Worcestershire fans and local community.
THE M+T
SOLUTION
The new partnership with Italian kit manufacturer, Macron, presented another opportunity to expand on the The Art of the Game concept, by linking the quintessentially English sport of cricket to the epicentre of European art. For example, the team could play on the similarity of the stylistic evolution of classic roots 3-day country cricket vs. the modern interpretation of T20 which they likened to renaissance art vs. modernism.
With the concept devised, we set to work designing the kits and overarching campaign creative. Each kit was based on a different artistic period, while bespoke artwork fused celebrated masterpieces with cricketing themes and plenty of ‘Easter eggs’ for the discerning fan.
THE
RESULTS
The campaign was kicked-off in style with a kit launch event that transformed the WCCC’s venue into a Florentine gallery for the club’s partners, sponsors, players, and staff. The following day the new kit was unveiled to the wider public, with a video that portrayed a cricketing take on a classic heist movie.
Additionally, the bespoke artwork that featured at the gallery experience, formed part of a guerilla marketing campaign around the stadium to stir up interest, while also being used for match day promotions and merchandise. This campaign has very quickly proved to be a huge success, with a 571% increase in pre-kit sales.
By investing in the idea and working closely with BEARD on the delivery, Worcestershire County Cricket Club has succeeded in reaching more eyes online and truly championed everything that the club stands for.
THE GALLERY
Due to all the hard work the design team put in to create a range of cricket-themed takes on classic pieces of art, we decided the best way to showcase this was a photorealistic 3D version of the Worcestershire County Cricket Club hall, transformed into a art gallery. You can explore the gallery below!