ART
OF THE GAME
Following a trophy-winning season in 2025, Worcestershire County Cricket Club wanted to build on its success with a passionate campaign to introduce a new kit partner, while raising the bar for the promotion of cricket across England.
THE
CHALLENGE
After two successful years as the club’s creative partner’s, WCCC’s executive team challenged BEARD, M+T Group’s creative studio, to pitch a season long campaign based around The Art of the Game.
The creative brief included men’s and women’s kit design, merchandise, club marketing, social media, ticket sales and match-day promotion and needed to be complementary to the differing styles and personalities of first-class, one-day and T20 cricket.
As such, the resulting campaign needed to be inclusive, inspiring and unifying. The project also needed to satisfy the full scope of interest from not only the club’s owners, its player and sponsors but also for the Worcestershire fans.
THE M+T
SOLUTION
The new partnership with Italian kit manufacturers, Macron, was a driving force behind The Art of the Game, as it presented a rare opportunity to link the quintessentially English sport of cricket to the epicentre of European art. The early processes saw the BEARD team consider the similarities in classic roots 3-day country cricket vs. the modern interpretation of T20 which they likened to renaissance art vs. modernism.
With the theme emerging we set to work merging the two cultures. 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 club’s venue into a Florentine gallery for the club’s partners. The following day the new kit was unveiled to the public, with a cricketing take of a classic heist movie.
The bespoke artwork has been 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 sales.
By investing in the idea and trusting BEARD to get it right, Worcester County Cricket Club has succeeded in reaching more eyes online and in print than ever before.