First business sponsors announced for Cows about Cambridge

Cows about Cambridge with sponsors

Cambridge businesses are milking a high-profile opportunity to engage with thousands of residents through an extraordinary art event that will benefit local communities.

Seventeen businesses are today being announced as the first corporate Sponsors for Cows about Cambridge, one of the largest mass participation art events ever to come to the city. This world-class public art trail will be live for ten weeks from 30 March – 7 June 2020. It is expected to reach 350,000 residents and visitors while raising around £250,000 for local children’s charity, Break and generating more than £8m of economic value for the region.

In order of sign up, the businesses are: Cambridge Business Improvement District (BID), The Gonville Hotel, Aspiration Europe, The Grafton, Cambridge Leisure, The Lion Yard Shopping Centre, 10 Creative, Anglia Ruskin University, Bidwells, John Lewis, The Ridgeon Group, Stagecoach East, Ashtons Legal, Cambridge Assessment, Lanpro, Cambridge Distillery, Deloitte UK.

More than 50 individually designed Cow sculptures will form a trail of discovery across the city next spring, encouraging residents and employees from Cambridge and the surrounding areas to explore their environment from an exciting new perspective - while promoting wellbeing and an active lifestyle, and facilitating discussions on environmental issues. Schools and colleges are also invited to adopt and design their own ‘mini moos’, as part of a county-wide Learning Programme.  Community groups also have the opportunity to tell their stories by working with a regional artist to decorate their very own Cow. 

Cows about Cambridge is delivered by creative producers Wild in Art in partnership with local children’s charity Break, and is supported by inaugural sponsor and Principal Partner, Cambridge Business Improvement District (BID).

“This has already become a feel-good project for the city: we challenge you to read the cow puns without smiling - or groaning!” commented Ian Sandison, CEO of Cambridge BID.

“However, there is definitely a more serious side. The initiative provides a unique opportunity for businesses to engage with their stakeholders. Sponsors of previous events have leveraged a huge amount of added value and kudos by adopting a creative approach to their involvement - for example, through bespoke events, merchandise and impactful campaigns linked to their chosen design. Let your imaginations run wild!”

“The Wild in Art team is highly experienced in running events like this across the globe. They have lots of ideas on how to maximise your sponsorship investment and are looking forward to collaborating with Sponsors that would like some support in achieving their business goals for the project.”

Edward Adshead, General Manager at Sponsor The Gonville Hotel, said, “I first had the opportunity to experience a Wild in Art event during the 2012 Olympics whilst running a hotel in central London. Like so many of my own hotel guests and locals, I completed a number of the walks to try and find as many of the sculptures as possible. Even though I worked in the city every day, the sculptures got me exploring the city and it really added to a magical atmosphere.”

He adds, “So, when I heard that Cows about Cambridge was in the planning, I knew that we wanted to be amongst the first to get involved to support our great city, local artists and a worthwhile charity such as Break.”

The project team is keen to connect with other businesses: “We currently have 17 confirmed Sponsors, as well as a significant number of ongoing conversations,” commented Julie Gaskell, Head of Partnerships at Wild in Art.

“If you’d like to chew the cud with us, we’d be delighted to talk you through the different ways in which involvement as a Cow Sponsor, Official Supporter or Presenting Partner could benefit your business.”

Richard Pilsworth, Partner and Head of the Cambridge Office at property consultancy Bidwells, also a Sponsor, comments, “When we ‘herd’ about this sponsorship opportunity we moo-ved fast to sign Bidwells up. We encourage other businesses to get involved and milk this spectacular business and community engagement opportunity for all its worth.”

Professor Roderick Watkins, Vice Chancellor of Anglia Ruskin University, adds: “We are delighted to support this public art project in Cambridge. Break is a wonderful charity which does vital work for vulnerable young people, and with social mobility at the heart of our university’s ethos, we are only too pleased to help.”

To find out about the range of sponsorship opportunities available, please contact Julie Gaskell, Head of Partnerships at Wild in Art:

Discover more about Cows about Cambridge by visiting or #cowsaboutcambridge.

Photo by Richard Marsham – RMG Photography. Pictured from left to right: Amber Clark, Stagecoach East; Carri Pavitt, Cambridge Assessment; Dave Richardson, Ashtons Legal; Sophie Brown, The Ridgeon Group; Richard Pilsworth, Bidwells; Sarah Ingham, John Lewis; Ian Browne, The Grafton; Roger Allen, The Lion Yard Shopping Centre; Ian Sandison, Cambridge BID; Stewart Belcher, Cambridge Leisure; Harriet Riches, Anglia Ruskin University; Matt Hall, Deloitte UK; Lucy Lowe, Cambridge Distillery; Paul Schofield, Deloitte UK; Nicholas Blazey, 10 Creative; Edward Adshead, The Gonville Hotel; Julie Gaskell, Wild in Art.


Cambridge Business Improvement District (BID) consists of 1,200 city centre businesses, working together to promote the city to visitors, residents and workers, while ensuring they experience a welcoming and vibrant street scene that is both clean and safe.

Cambridge BID Limited