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Weston Sports Marketing

Cricket for Heroes

  • quote: We provided a number of key services for the Cricket for Heroes Organising Committee.
  • boxlink: /portfolio/cricket-for-heroes/

On September 17 2015, the inaugural Cricket for Heroes Twenty20 fundraising event took place at the Kia Oval in front of a near capacity 19,000 crowd.

Weston Sports Marketing  provided a number of key content delivery services for the Cricket for Heroes Organising Committee in the build-up to and during the event which saw cricketing legends such as Brian Lara, MS Dhoni, Andrew Strauss and Brendon McCullum take to the field.

We were hugely honoured and proud to have played our part in helping raise funds for a great charity in Help for Heroes.

Services provided

Branded audio content (including 10 second pre-interview promotional advert before the event).

Click here to go to the Cricket for Heroes Official Audio Channel – managed by Weston Sports Marketing on behalf of Help for Heroes.

Interviews with players in lead-up to & during the event (including Andrew Strauss, Graeme Smith, Brendon McCullum, Graeme Swann, Simon Jones and Virender Sehwag). Also interviews with members of the Armed Forces and Help for Heroes Patrons.

Media placement

Secured event preview interviews with players and coaches in radio, print and online (e.g. Talksport, The Rugby Paper & various Asian media outlets.).

IMG_6681Copy writing 

Copy provided for Cricket for Heroes event programme, including interviews with Allan Lamb, Brendon McCullum and Andrew Strauss.

Branded content was also provided to newspapers ahead of the event including x2 ghost written Allan Lamb columns which ran in City AM and a Simon Halliday Rugby World Cup column for The Rugby Paper.

All media coverage included a promotional end credit promoting the Cricket for Heroes event.

Press releases

Written and circulated to media as well as event officials, partners and sponsors (e.g. player announcement).

Relationship management

Engagement leader before and after the event providing content and imagery to media and sponsors for distribution on their relevant platforms. Also ensuring relevant parties were provided with regular status updates on pre-event news (e.g. ticket sale updates).

Social media management

Managed the @cricketforheroes Twitter account from infancy, gaining more than 2,500 followers in less than five weeks. Also provided social media content for sponsors, players and officials to use on their respective channels. During the 4th Ashes Cricket Test, #cricketforheroes was one of the top 3 trending hashtags worldwide.

Allan LambMedia day

Managed pre-event press conference at the team hotel. Players and coaches interviewed by various media outlets including Sky Sports, BBC Radio 5, BBC World Service, The Guardian Newspaper, PA, All Out Cricket Magazine.


Kenny Logan, Logan Sports Marketing Founding Director and former Scotland rugby internationalist:

Andy was brought on board three months ahead of Cricket for Heroes and his pro-active and creative approach to content delivery was exactly what we needed.

He helped create a real buzz in the lead up to and during the event and his interviews were right on the mark – informative and entertaining in equal measure.

Securing editorial coverage with our key messaging in carefully targeted media outlets made a big impact on ticket sales and his ability to engage with different audiences on social media, not just in the UK but worldwide, helped greatly with our fundraising efforts.

TestimonialLogan Sports Marketing and Weston Sports Marketing seem a good fit and I’m sure we’ll worked together on new projects over the course of the next 12 months.

Simon Halliday, Help for Heroes Patron and member of the Cricket for Heroes Organising Committee:

Andy was a key part of our team delivering a comprehensive content marketing package in the build-up to and during the inaugural Cricket for Heroes fundraising event at the Kia Oval.

He worked tirelessly with event sponsors, media outlets and the players to push out our key messages – helping fill the Kia Oval to near capacity and raise a valuable six figure sum for our wounded, injured & sick Service personnel, veterans and their families.

He ticked all the boxes and more and I would not hesitate to recommend Weston Sports Marketing  as a key content provider for any future client.