HR consultancy extends cricket partnership

A County Durham HR consultancy has scored a long-term partnership after being appointed the Official HR Partner of Durham Cricket.

Shrewd HR has strengthened its relationship with the club following a collaboration that began in 2024 through player sponsorship before evolving into a broader strategic partnership centred on supporting the organisation’s people and leadership.

The appointment follows a review of Durham Cricket’s HR provision after an internal restructure.

Rather than recruit an in-house HR professional, the club chose to outsource its HR function to Shrewd HR, which has been providing retained, on-site support since January 2026.

Working closely with the club’s leadership and management teams, the consultancy provides day-to-day HR advice alongside strategic guidance, helping ensure people management practices remain consistent, compliant and aligned with the club’s operational needs.

A key part of the partnership is the development of Durham Cricket’s managers through Shrewd HR’s Managing with Confidence programme.

The six-month course equips new and aspiring managers with practical skills covering recruitment, onboarding, communication, absence management, performance and formal HR processes, using real workplace scenarios to build confidence and consistency.

Ian Dawson, finance director from Durham Cricket, said: “Shrewd HR has become a valued partner for the club.

“Their on‑site support, understanding of our environment and focus on developing our managers has given us confidence that our people matters are being handled consistently and professionally.”

The relationship between the two organisations has grown steadily over the past two years.

Shrewd HR initially supported the club by sponsoring both a men’s and women’s player before establishing a permanent presence at the Riverside Ground in February 2025 by taking an executive box.

The consultancy has also renewed its player sponsorship for the current season, supporting England international Matthew Potts and Mady Villiers, who was named Female Player of the Season last year.

Beyond cricket, Shrewd HR has continued to expand its presence across the North East sporting community.

The business is the Official HR Partner of Durham Women FC, has supported True Padel since the opening of its Durham venue in 2023, and has also worked with Newcastle Eagles, building experience in supporting organisations operating in high-performance environments.

Based in Durham, the consultancy provides retained and on-site HR support, employment law advice, policy and contract development, HR audits, management training and people strategy services for organisations across a range of sectors.

The latest agreement further strengthens Shrewd HR’s position in the region while reinforcing its long-standing commitment to supporting both local businesses and professional sport.

Martin Potts, director at Shrewd HR, added: “Durham has always been home for us, so building a long‑term partnership with Durham Cricket feels incredibly meaningful.

“What started as sponsorship has grown into a trusted working relationship, and we’re proud to support the club as its official HR partner.

“Our wider aim is to continue supporting organisations across County Durham and the North East with practical, high‑quality HR that genuinely works for the people involved.”

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