Novus Leisure says cheers to new charity partnership


Novus Leisure is to help raise money for good causes through a new campaign asking customers to donate the cost of a round to charity.

The late-night bar operator has announced a partnership with Cheers for Cheer, a charitable fund launched in August by Carly Pickering, a former employee of Novus Leisure. It focuses on small, unsupported projects in South America and Africa and in the UK.

Novus Leisure will be actively encouraging its customers to donate the cost of a round of drinks and post photos of themselves raising a glass, wearing a smile and spreading cheer, using the hashtags #cheersforcheer, #raiseaglass and #raiseasmile.

For the charity’s inaugural project in Tanzania, Novus Leisure will be working with them to raise £10,000 to build four deep water wells in the remote village of Mseko, which is inhabited by 4,000 people who currently have no access to clean water.

The company will also be collaborating with the charity to offer ongoing funding, guidance and marketing support on future projects in addition to being part of the supported causes selection committee. Visit for more on the charity.

Sorrel Ward, head of marketing at Novus Leisure, said: “We are thrilled to be partnering with Cheers for Cheer to raise awareness and funds for such a worthy cause.

“Carly has worked with us for many years and her hard work, passion and commitment to helping others has created a fabulous charity that we are proud to be supporting.

“We want to help make a difference by improving the quality of life for thousands of people requiring basic necessities such as access to clean drinking water.”

Carly joined Novus Leisure nine years ago at Abacus (now Forge) and rose to area sales manager, going on to open and develop the Novus Sales Academy for sales managers and their teams. She was previously a volunteer with Raleigh International and has worked on projects in Namibia, Botswana and Tanzania.

She said: “I’d worked in the hospitality industry for 13 years and wanted to combine my passion for volunteering with my love of travelling to help others who are not so fortunate. Over the years, I have volunteered with Raleigh International, spent time in Botswana with young adults and youth groups, together with volunteering in Tanzania as a project manager, working in communities to raise awareness around sanitation and health issues.

“I am so thankful for the amazing support from Novus Leisure. With their help I can really get the Cheers for Cheer name recognised, which will enable us to provide even more help to those who need it most. So when you celebrate and say cheers, think of others and donate to help everyone everywhere raise a smile.”

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