Worcestershire County Cricket Club is preparing for a landmark moment off the field, as the Club this week travels to Bologna, Italy, to film the launch of its 2025/26 kit in collaboration with new Official Teamwear Partner Macron.
The trip marks the first time in the Club’s history that a kit launch has been shot overseas and signals the beginning of an exciting new chapter following the long-term partnership with Macron, which was announced last week.
Macron, who originates from Bologna, invited the club and will play host, as Worcestershire capture a wide range of launch content in the Italian city that encapsulates the brand’s culture.
The location reflects the close working relationship between the two organisations and the shared ambition to deliver something modern and innovative for both players and supporters.
During the trip, the Club will be producing multiple forms of exclusive media content, including: high-end photoshoots, launch and feature videos, behind the scenes content as well as interviews with players, staff and representatives from Macron and principle club partners BEARD and Attivo.
This content will be released across Club channels as the build up to the full launch, scheduled for the early stages of February, continues. This will offer supporters a unique insight into the making of the new kit and the initial parts of the exciting new partnership.
Working alongside the Club’s creative partner BEARD, the Bologna shoot will help bring to life bespoke kit designs that celebrate Worcestershire Identity while looking ahead to the next chapter of the Club’s story.
Worcestershire will become the first county cricket club to partner with Macron, a leading global sportswear manufacturer with a strong pedigree across elite sport.
All of the Clubs creative design for 2026 is based on the “Art of the Game” concept which was developed between Worcestershire’s Marketing department in conjunction with BEARD.
Brett D’Oliveira, Men’s Club Captain, said: “Being part of a kit launch is always special, but this feels like something else.
“The club wants this kit to be a real statement, something supporters feel proud to wear, and something that makes people take notice.
“To be out in Bologna with Macron and the team capturing the campaign is a real privilege, and we can’t wait for everyone to see what’s coming in early February.”
Clare Boycott, Women’s Club Captain, added: “This is about more than a new shirt, it’s about how we present ourselves and how we connect with people.
“The ‘Art of the Game’ direction has given everything a really strong identity, and it’s exciting to be part of something designed not only for our loyal supporters, but to bring new audiences into the club as well.
“I can’t wait for the launch next month.”
Dave Webb, Creative Director at BEARD, said: “‘Art of the Game’ is about capturing the craft, the grit and the beauty of cricket, and expressing it in a way that feels unmistakably Worcestershire.
“This year’s range is built to perform, but also to be worn with pride beyond matchday. Filming in Bologna gives us a perfect setting to connect the club’s story with Macron’s heritage, and we’re creating a campaign that’s bold, modern and made to reach new audiences ahead of the early-February reveal.”
Further details, including launch timings, availability and supporter information, will be shared by the club in the coming weeks.
This is more than a photoshoot, it’s the first glimpse of a new partnership, a new look, and a new bold way of telling the Worcestershire story.
Macron’s CEO, Gianluca Pavanello, added:
“The early stages of our exciting new partnership with Worcestershire CCC have given us an amazing insight into the ambition and innovation that the club possesses.
“Harnessing that ambition and working together cohesively is one of the many reasons we are delighted to be able to work with Worcestershire moving forward.
“Having welcomed the team here this week to Bologna and see the passion that runs through the club first hand, we cannot wait to see how things continue to flourish moving forward.”
