Community investment is not limited to traditional sponsorships. The business has increasingly focused on supporting projects that create measurable social impact across Staffordshire – particularly around mental health, physical wellbeing and community connection.
That commitment led to a partnership with Ace Padel, one of the region’s emerging sports and wellbeing venues, based in Cobridge.
Together, the organisations launched an inclusive beginner-focused padel event designed to encourage participation, improve wellbeing and raise awareness for mental health support services within the local community.
The Challenge
Like many communities across the UK, Staffordshire continues to face growing pressures around mental health, social isolation and physical inactivity.
Businesses and community organisations are increasingly recognising that wellbeing initiatives need to be:
- Accessible to people of all ages and abilities
- Socially engaging rather than intimidating
- Affordable and community-driven
- Focused on both physical and mental health outcomes
- Inclusive of people who may not traditionally engage with sport or fitness activities
amb Insurance wanted to support an initiative that would encourage healthier lifestyles while also creating stronger social connection within the local community.
Importantly, the business also wanted the initiative to carry a charitable purpose and contribute toward wider mental health awareness.
The Opportunity
Padel presented a strong fit for those goals.
Often described as one of the fastest-growing sports in the UK, padel combines elements of tennis and squash in a highly social, beginner-friendly format. The sport is widely recognised for being accessible to newcomers due to its smaller court size, slower pace and emphasis on doubles play.
This makes it particularly effective for:
- Reducing barriers to participation
- Encouraging social interaction
- Supporting confidence-building
- Promoting low-impact physical activity
- Helping reduce stress and improve mental wellbeing
Ace Padel Cobridge had already established itself as a growing local hub for community participation and inclusive sport, making the venue a natural partner for amb Insurance’s wider community wellbeing objectives.
The Approach
amb Insurance partnered with Ace Padel to launch a beginner-friendly padel event specifically designed for new starters and people with little or no prior experience of the sport.
The event was intentionally structured to remove common barriers associated with organised sport and fitness activities.
Key elements included:
- Beginner-focused sessions
- Inclusive participation
- Social and community-led atmosphere
- Accessible, low-pressure environment
- Emphasis on wellbeing and enjoyment rather than competition
The partnership also incorporated a charitable component, with every ticket including a donation to Suicide&Co. – a charity focused on supporting people affected by suicide loss and helping improve conversations around grief and mental health.
This charitable element strengthened the wider purpose of the initiative and aligned closely with amb Insurance’s broader commitment to supporting mental wellbeing across Staffordshire communities.
The Outcome
Increased Community Engagement
The event created an approachable entry point for people who may not typically participate in organised sport, helping broaden community engagement around physical activity and wellbeing.
Positive Mental and Social Wellbeing Impact
By combining exercise, social interaction and charitable fundraising, the initiative supported multiple aspects of wellbeing simultaneously:
- Physical health
- Mental resilience
- Social connection
- Confidence-building
- Community participation
Strengthened Community Positioning
The partnership reinforced amb Insurance’s reputation as a business focused on meaningful local impact rather than purely commercial sponsorship activity.
By supporting accessible wellbeing initiatives, the company strengthened its alignment with causes that matter directly to local communities.
Supporting Important Mental Health Conversations
The inclusion of donations to Suicide&Co. helped extend the impact of the event beyond sport itself, contributing to wider awareness around grief, suicide prevention and mental health support.
Key Takeaway
amb Insurance’s partnership with ACE Padel demonstrates how businesses can use community partnerships to create genuine social value.
By combining accessible sport, community engagement and mental health support into a single initiative, the partnership delivered a more meaningful form of sponsorship – one focused on improving wellbeing, strengthening local connections and creating positive experiences for the wider Staffordshire community.