Sponsors & Partners
By sponsoring a sculpture, or element of the trail, you’re not only helping create something spectacular for the city – you’re also supporting St Richard’s Hospice.
Each large sculpture will be auctioned at the end of the trail to raise funds for the hospice’s care.
Find out how you can get involved below.
Help us bring the WOW factor to Worcester
After the success of the great Waddle of Worcester, Worcester’s Big Parade and Worcester Stands Tall before it, we’d love you to join us on our next amazing adventure. We invite your company, colleagues and customers to be inspired, be imaginative and celebrate the magic of Worcester’s forth mass participation art event, the first that will feature a licensed character.
This summer we’ll welcome Peter Rabbit™ to our wonderful city, bringing a lot of joy (and a little mischief) in the Warrens of Worcester. Each Peter Rabbit sculpture will be perfectly presented, demonstrating the awesome artistic talent on offer in the county and beyond – while boosting economic, cultural and social life across Worcestershire.
There are a range of ways your business can get involved in the trail, including sponsoring a sculpture. Each sponsorship package provides a variety of benefits to suit your marketing, PR, employee relations and corporate social responsibility objectives.
WOW your workforce, captivate your customers and build partnerships across the city while making a difference for hospice patients and their loved ones.
Download our sponsorship information pack to find out more.
Reaching new and diverse audiences
Multiple media opportunities before and during the trail
Huge social media engagement and content potential
Raising your profile and brand awareness
Engaging employees and boosting team spirit
Supporting your CSR/ESG goals
Sponsorship opportunities
Presenting Partner
£25,000 minimum investment
An exclusive category restricted to four companies or organisations in non-competing sectors to benefit from a close association with a comprehensive marketing and public relations campaign.
Education & Community Partner
£25,000 minimum investment
An opportunity to associate your company with a county-wide education and creative project, engaging thousands of young people and local community groups. Exclusive to one sponsor.
Official Supplier
£10,000 value in kind support/ sponsorship
A unique opportunity to gain maximum exposure in return for the products and services you offer in areas including media, construction, event management, logistics, hospitality, and programme delivery.
Large Peter Rabbit Sculpture Sponsorship
£5,750
Join us in the warrens of Worcester and sponsor an individually designed Peter Rabbit sculpture in a designated location. Benefit from a wide range of marketing and PR opportunities and choose the design from the artist submissions.
Why not double up and add on a bunny for a local school?
£6,750
One large Peter Rabbit sculpture for you and one little bunny sculpture for a school or community group.
Want to sponsor but cost prohibitive?…
Why not partner up?
Up to three businesses can get together to sponsor a sculpture.
Trail Map and App Sponsorship
Trail Maps ~ £2,250
More than 8,000 maps were collected during the last trail – why not feature your business and reach a wide audience?
Trail App ~ £2,500
Over 7,000 individuals downloaded the Waddle App, making 353,062 sculpture collections on the app during the trail!
Trail Sticker Book Sponsor
£2,500
Why not promote your business to families by sponsoring the trail activity booklet? More than 4,000 were purchased during the last trail and we envisage a Peter Rabbit themed sticker book to be even more popular!
Farewell Event Sponsor
£3,000
The Peter Rabbit sculptures, big and small, will all gather together at the end of the trail, to see and photograph them in one place. We are looking for one business who would like the opportunity to promote its services to around 5,000 people attending over the farewell period.
Auction Event Sponsor
£3,000
When the Peter Rabbit sculptures go to auction to find their forever homes, we need to create a great event to appeal to our generous donors. Why not be the event sponsor and join us for this incredible evening?
Our Sponsors & Partners
Presenting Partners
Media Partners
Frequently Asked Questions
General
Peter Rabbit™ in the warrens of Worcester is a free sculpture trail through the streets, parks and open spaces of Worcester, lasting eight weeks, from 12 July – 5 September 2027.
A Wild in Art trail, thirty-five large Peter Rabbit sculptures will sprinkle charm across the city for eight weeks, joined by around forty little Peter Rabbit sculptures created by local schools and community groups.
At the end of the trail each large Peter Rabbit sculptures will be auctioned to raise money for St Richard’s Hospice.
Peter Rabbit™ is one of the most beloved characters in the world, charming generations with his adventurous spirit, curiosity, and just the right amount of mischief. His stories have shaped childhoods, teaching lessons about courage, kindness, and resilience – even in the face of loss.
In the same way, our St Richard’s fluffle of rabbits is here for our community: for anyone living with an illness that cannot be cured, and for their loved ones navigating grief, loneliness, and bereavement – including children and young people.
Peter Rabbit knows that even in the toughest of times we are always stronger together.
2027 also marks the 125th anniversary of the first publication of Beatrix Potter’s The Tale of Peter Rabbit!
Our small promotional sculpture is painted to represent Peter Rabbit himself, by Jodie Silverman. Find out more about Jodie
Poppy’s artwork is bursting with blooms, including poppies – a universal symbol of remembrance and resilience. The mix of pastels and pop of bold berry colours capture the warmth and playfulness of the original Beatrix Potter stories.
Poppy’s design is gentle and heartwarming – words often used to describe our care here at St Richard’s.
Peter Rabbit™ in the warrens of Worcester is a Wild in Art event brought to the city by St Richard’s Hospice.
Peter Rabbit™ in the warrens of Worcester is supported by Presenting Partners; Chapel & Friary Walk, DRPG, Worcester BID and Worcestershire Ambassadors, and Media Partners; BBC Hereford & Worcester and the Worcester News.
We have an opportunity for one more presenting partner to join us in this fantastic project. There are a variety of partnership and sponsorship packages available to suit all budgets across different aspects and areas of the trail.
Our team would be delighted to meet you to discuss this opportunity to align your business with one of Worcester’s best loved charities and help make a difference in our community for years to come.
Contact Sara Matthews – Business Development Manager at St Richard’s Hospice; smatthews@strichards.org.uk or 01905 958278.
Peter Rabbit™ in the warrens of Worcester is about partnerships. It aims to bring together the business and creative sectors with local communities and schools, to celebrate the character of the area and its cultural identity. This world-class large-scale public art event will:
- Provide a trail through Worcester city centre, parks and open spaces, encouraging thousands to become a ‘tourist in their own county’ and discover or rediscover their community.
- Increase awareness, footfall and visitor spend.
- Engage local and regional professional artists.
- Provide a unified platform for businesses and organisations to engage with their own communities and customers.
- Create an education programme for schools, using creativity as a learning device.
- Attract regional and national visitors to Worcester and the surrounding areas.
- Showcase the creativity of Worcester, its heritage, architecture and culture.
- Provide community engagement, fun and excitement!
- 2027 also marks the 125th anniversary of the first publication of Beatrix Potter’s The Tale of Peter Rabbit!
To encourage full participation in this most exciting project and to help St Richard’s Hospice raise as much as possible, there are a wide range of sponsorship opportunities on offer. Each level provides a variety of benefits to suit your marketing, public relations and corporate social responsibility objectives.
Contact Sara Matthews – Business Development Manager at St Richard’s Hospice; smatthews@strichards.org.uk or 01905 958278.
Your sponsorship will help to:
- Play an important part in animating Worcester and creating an unforgettable atmosphere in the county during the summer of 2027.
- Significantly raise brand awareness for your business in a unique and memorable way through long term exposure (12-18 months).
- Showcase and bring footfall to your place of business.
- Demonstrate your own corporate creativity, engage your staff, customers and associates with your uniquely designed sculpture.
- Stimulate the economy. 72% of visitors spent over £30 during their visit to the Waddle of Worcester and 81% visited twice or more!*
- Benefit through association with your own ‘feel good’ stories in media, internal communications and trade publications.
- Create community engagement, pride and integration.
- Increase sales – 80% felt that the Waddle helped to promote their business to those in and around Worcester and 87% felt it had a direct impact on their organisation and revenue*.
- Corporate social responsibility – support a local charity and raise significant sums for St Richard’s Hospice through the auction of your sculpture at the end of the project.
*Waddle of Worcester evaluation data – March 2025
To encourage full participation in this most exciting project and to help St Richard’s Hospice raise as much as possible, there are a wide range of sponsorship opportunities on offer. Each level provides a variety of benefits to suit your marketing, public relations and corporate social responsibility objectives.
Wild in Art events are hugely popular wherever they take place, offering an excellent return on your investment whether that be staff engagement, supporting local initiatives or driving sales and footfall.
There is limited availability in each category, so we are standing by to get creative with you so we can ensure you get maximum benefit by being involved with Peter Rabbit™ in the warrens of Worcester.
Join our fluffle of rabbits and help get your business messages heard, drive customers to your door, create partnerships across the city and be part of this exceptional event.
Contact Sara Matthews – Business Development Manager at St Richard’s Hospice; smatthews@strichards.org.uk or 01905 958278.
In the summer of 2024, the great Waddle of Worcester celebrated all the things we love about our wonderful city, whilst recognising the impact of St Richard’s Hospice caring for patients, their loved ones and the bereaved, for forty years. The waddle created lots of fun, excitement, smiles and visitors to our city once more!
It also had a significant economic impact on Worcester.
- 16% increase in footfall across Worcester City Centre
- 353,885 sculpture collections via the Waddle App
- 22,703 miles walked, taking over 50million steps by Waddle App users
- Over 11,664 paper maps and sticker books purchased
- 87% of Worcester city businesses felt that the waddle had a positive impact on their business
- 100% of sponsors felt that the trail helped to promote their business to those in and around Worcester
- 100% of sponsors believe the Waddle of Worcester had a positive impact on their business
- 1in12 visitors stayed overnight in Worcester to make the most of their visit, 81% of which visited twice or more
- 72% of visitors spent over £30 as part of their day
- 98% of visitors would visit a future trail in Worcester
- £330,000 raised at auction St Richard’s Hospice
*Waddle of Worcester evaluation data – March 2025
All the large Peter Rabbit sculptures will be sponsored by different companies in the region and beyond, the smaller Peter Rabbit sculptures will be paid for by different schools or community groups in the region or, a company has kindly sponsored a bunny for them.
Peter Rabbit™ in the warrens of Worcester is a full cost recovery project and its thanks to our partners and sponsors that St Richard’s Hospice are able to put the trail on.
Wild in Art is the leading producer of spectacular public art events that entertain, enrich, inform and leave a lasting legacy. It brings together businesses and creative sectors with schools and local communities through the creation of uniquely painted sculptures.
Since 2008 Wild in Art has animated cities across the world including Manchester, Sydney, Auckland, Cape Town and São Paulo, and created trails for the London 2012 Olympics, the 2014 Commonwealth Games in Glasgow, Historic Royal Palaces and Penguin Random House.
Wild in Art events have:
- Enabled over £30.3m to be raised for charitable causes
- Injected £5.3m into local creative communities
- Engaged over 1.5 million young people in learning programmes
Helped millions of people of all ages to experience art in non-traditional settings wildinart.co.uk | @wildinart | #wildinart
The project is supported by Penguin Ventures, the licensing and consumer products division of Penguin Random House Children’s UK. They manage a portfolio of iconic literary brands and characters: PETER RABBIT™; THE SNOWMAN™; FUN WITH SPOT™; FLOWER FAIRIES™ and more, finding new ways to tell the world’s favourite stories.
Working with best-in-class partners in licensing, retail, promotions, experiential, theatrical and exhibitions; at location-based experiences; and across the digital landscape; they take their beloved characters off the page and on new adventures.
The Tale of Peter Rabbit is one of the world’s best-loved children’s books and was originally written by author and illustrator, Beatrix Potter in a picture letter in 1893. It was first published by Frederick Warne & Co. (today an imprint of Penguin Random House Children’s) in 1902 and the story has never been out of print since, selling in excess of 46 million copies worldwide. Today over 2 million of Beatrix’s books are sold globally every year, whilst Peter Rabbit has appeared on books and merchandise in more than 110 countries throughout the world.
In 2026, we will be celebrating 160 years since Beatrix Potter’s birth. This will closely be followed in 2027 by the 125th anniversary of Peter Rabbit (marking 125 years since we first published Beatrix Potter’s The Tale of Peter Rabbit).
Penguin Random House Children’s is committed to growing and protecting The Peter Rabbit™ brand. The World of Peter Rabbit™, one of the world’s largest literary based consumer products and experiences programmes, is managed in-house by Penguin Ventures.
PETER RABBIT™ © Frederick Warne & Co. 2026. PETER RABBIT and BEATRIX POTTER are trademarks of Frederick Warne & Co., a Penguin Random House Company. All rights reserved.
