How to give back through cricket

Corporate organisations can do many things to give back to the community, from fun runs and cake sales to golf days. I was fortunate enough to be invited to the Astound England Cricket Day by John Glendinning from The Wisley and Astound Commerce’s Global Marketing and Brand Director James Joyce. Below are three things that made the day special:

Michael Hall and James Joyce

1) Pick a fantastic cause. There are plenty out there. For Astound’s day, the charity was the Make a Wish Foundation. Young 8 year old Mike is seriously ill and he was thrilled to open the batting for the Demandware team with Captain Owais Shah. Ex Middlesex and England star Shah was the perfect batting partner, controlling his urge to face the bowling by Mike take all the strike for 2 overs. It is an experience Mike and his family will always remember and host James was genuinely delighted to be able to help.

Left to right, Owais Shah, Nick Compton and Monty Panesar.

2) Invite high profile engaging celebrities. Astound Commerce have sponsored Middlesex and England batsman Nick Compton for many years. Nick, or Compo as he is known is the perfect host. Nick invited two good friends to captain the opposition sides, both of whom have represented England in Owais Shah and Monty Panesar. They were great value sharing amusing stories, delivering on the pitch and providing plenty of banter and it was a treat for the players made up of club cricketers to be playing with these celebs.

3) Bring in the right partners. In the case of Astound Commerce, their partners happen to be quite an eclectic mix of partners. There was Jim and Tonic, who provided well-received cocktails. Cricket bat manufacturer Millichamp and Hall were on hand to provide a discounted range of their bats. The guests were treated to brilliant bits of street magic from magician Paul Martin. For kids, there was face painting and a bouncy castle. And last but not least, Rolls Royce supported the event, bringing over a brand new Wraith. Thankfully, the players all got the memo and didn’t target the car!

Cricket is brilliant for building friendships.

Playing or watching, it’s a great environment for developing friendships, because of the length of time you spend with people and drama that the game generates. Also, there is usually a bar near the action which helps.

Organising a day like this can be tricky and if you are interested in learning more, I suggest speaking to James to get ideas on a) best practice and b) introductions to one or two of his contacts to make the day a little more special, if you are lucky enough, you might just get a few golden nuggets to help your event became that little bit special.

I love cricket and I’m not the only one. If you are involved in the sport and have a story of how it gives back, please get in touch and share your stories with us at

Mrinal Madina

Director at The Ad Store UK.

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