From Norwich to West Brom: Big C’s walking football group inspires wider impact

A walking football group run by Norfolk cancer charity Big C has helped inspire a new initiative in Birmingham, bringing together people affected by cancer through gentle exercise, friendship and team support.

Big C’s walking football group ‘Tackle Cancer’, based in Norwich, in one of the charity’s free, accessible and inclusive wellbeing sessions for anyone affected by cancer. The group offers low-intensity physical activity alongside the chance to connect with others who understand the impact of a cancer diagnosis.

The group has now inspired Cancer Kickers, a similar walking football group based in Birmingham, which gives people living with or affected by cancer the opportunity to take part in low-intensity sport, build confidence and share experiences.

Cancer Kickers founder Kevin McMahon first had the idea after visiting Big C’s Tackle Cancer group in Norwich. He said, “I wondered if there was something specifically set up for people like me, living with cancer, who like playing football but maybe with a little less intensity and more rests in between. I looked locally and there wasn’t anything, and it made me wonder if I could set one up.”

“The nearest one I found was in Norwich. I got in touch to see what they were doing and liked what I saw.”

Kevin went on to meet with Sandwell Public Health, Leukaemia Care, Birmingham County FA and The Albion Foundation before launching Cancer Kickers in March 2025. He added: “We now have 22 people registered, and everyone brings their own story of how cancer has affected their lifestyle.”

One of Cancer Kickers’ members, Steve Moore, became a much-loved part of the group. Described as a “larger than life character”, Steve found walking football to be his “place of light and sanctuary” and “a time in the week to forget about his cancer”.

Steve was diagnosed with a form of non-Hodgkin lymphoma and sadly died in July 2025. His wife Ruth wanted to honour his wish that money donated at his funeral should be used to create a fitting tribute to his life and legacy.

The result was The Steve Moore Friendship Tournament.

Held on 13 June 2026, the tournament brought together walking football teams whose players are living with, or affected by, cancer and other significant illnesses. Big C was invited to take part alongside other charities from across the UK.

Karen Vincent, Chief Executive at Big C, said, “It’s inspiring to see how Big C’s Tackle Cancer group has helped spark something so meaningful beyond Norfolk. Events like The Steve Moore Friendship Tournament show just how important it is for people affected by cancer and other illnesses to have opportunities to connect, be active and support one another.”

For Big C’s Tackle Cancer players, the tournament was a chance to meet like-minded people, enjoy the social side of walking football and celebrate the confidence and connection that inclusive team activity can bring.

Reflecting on the day, Ruth said: “A totally perfect day. Thank you to all the teams, The Foundation, referees and spectators for making it so. Steve would have loved it.”

Amy Goreham from Big C, who leads the Tackle Cancer group, said, “The day really couldn’t have gone any better. From banter on the bus, kindly donated by First Drive, to cheering on the sidelines, I was proud to represent Big C’s Tackle Cancer group.

“For us, it was never about the results. We’ve endured the loss of teammates Ali and Russell and see beyond the score. The players who couldn’t be there in person were present in our hearts and minds and underpinned our purpose: the sheer joy of a shared experience with friends, and showing that it’s possible to play despite a diagnosis.”

Big C’s Tackle Cancer walking football group is free to attend and open to anyone aged 18 and over who has been affected by cancer.

Big C and Cadent team up to offer free year-round energy support

Households that have been impacted by cancer in Norfolk will now be able to access free energy efficiency support and information after Big C was added to Cadent’s award-winning Centre for Warmth programme.

The initiative will be delivered by Big C Cancer Charity, which will receive £204,000 of funding over the next two years from Cadent as part of the partnership to run the Centres for Warmth. According to Norfolk Insight, between 6,500 and 7,400 new cases of cancer are identified annually in Norfolk and Waveney, with the partnership aiming to support up to 3,000 households affected by cancer in the area.

Based in their support centres across Norfolk, energy efficiency support, such as tips and free household items that help reduce energy bills and keep people warm, will be made available to eligible households throughout the year to ensure local people affected by cancer and their families remain warm and safe all year round.

The support will be available Monday to Friday, between 9am and 4.30pm, located at the following addresses:

– Norfolk and Norwich University Hospital (NR4 7UY)
– 17-19 Railway Rd, King’s Lynn (PE30 1NF)
– 66-70 Dereham Road, Norwich (NR2 4BU)

In addition to energy advice, the Centre for Warmth programme will raise awareness of carbon monoxide (CO), offering free CO detectors to eligible households. Free benefit eligibility checks and application support will also be provided as part of the centres’ ‘income maximisation’ offering to those affected by cancer.

One beneficiary to receive support from the partnership is Celia, who has ovarian cancer. After attending one of the Energy Workshops, Celia registered for the Priority Services Register.

Celia said: “I attended an energy workshop in January and found it really useful. There were great tips and information about being more energy efficient. It was also helpful to learn more about the dangers of carbon monoxide and receive a CO alarm for my home. In the past I have also benefitted from the Welfare Rights service, which really helped reduce the stress of completing lengthy forms. The partnership is a lovely addition to the support provided by Big C.”

Last year, Cadent partnered with Big C Cancer Charity to increase the number of specialist advisers that could help households maximise income, navigate benefits and manage energy costs in Norfolk. The successful partnership saw over 3,000 benefits claims made, as well as issued over 1,600 pieces of energy advice.

With the partnership now extending to a Centre for Warmth model, this support will be accessible throughout the year at each centre.

Karen Vincent, Chief Executive at Big C Cancer Charity, said: “A cancer diagnosis can place an enormous emotional and financial strain on individuals and families, and concerns about heating and energy costs should not add to that burden.

“We’re very grateful for Cadent’s partnership with Big C, which enables us to provide free energy advice at our centres and ensures that more people across Norfolk have access to the help they need, when they need it most.”

Nicola Campbell, Safeguarding Specialist at Cadent, said: “Cancer affects thousands of people each year, and we want to ensure that patients aren’t worried about paying their energy bills or not being able to heat their homes sufficiently throughout their treatment.

“Our Centres for Warmth are a safe space where trained advisers can offer specialist advice and practical solutions to ensure households living in vulnerable situations don’t struggle. We’re proud to work with Big C Cancer Charity and would encourage anyone who has been affected by cancer and is worried about their energy bills to visit one of the Centres.”

Cadent’s Centre for Warmth programme spans the gas distribution’s network, where over 300 community centres have been provided funding to support customers with energy efficiency tips and advice, as well as raising awareness of the dangers of carbon monoxide. With over 300 Centres in the programme, the new centres in Norfolk will ensure that those with energy concerns are able to receive support.

Cadent will be funding the Centres through Ofgem’s Vulnerability and Carbon Monoxide Initiative, which is set up to ensure people living in vulnerable situations are supported.

Broads Tours by Norfolk Broads Direct partners with Big C Cancer Charity for NCFC Legends Charity Match

Broads Tours by Norfolk Broads Direct has partnered with Big C, the local cancer charity, as headline sponsor for a charity football match taking place on Saturday 9 May at Wroxham Football Club.

The event will see a team of Norwich City football legends go head-to-head with Help Delete Cancer FC, a non-profit organisation dedicated to raising cancer awareness and creating positive memories through community sport and fundraising events.

Now in its third year, the much-anticipated fixture offers a fun, family-friendly day out, with football action, penalty shoot-outs, a raffle, family activities and refreshments. All funds raised on the day will go directly to Big C, helping to support local people affected by cancer.

Supporters can look forward to seeing former City favourites including Simon Lappin, Declan Rudd, Grant Holt, Mike Milligan, Ryan Jarvis, Kyle Callan-McFadden, Danny Crow, Michael Spillane and Rossi Jarvis.

Big C was established more than 45 years ago by two young men from Norfolk who, after having to travel to London for cancer treatment, found the journey itself often more difficult than the treatment. Determined to ensure others would not face the same isolating experience, they set out to raise funds so people in Norfolk could access the best possible cancer care and support closer to home.

More than four decades on, that ambition has become a reality. Big C has raised over £50 million to support local people affected by cancer, providing emotional, practical and physical support for patients and their loved ones.

In addition, Big C funds ground-breaking research at the world-renowned Norwich Research Park, helping scientists develop new and better ways to understand, diagnose and treat cancer research that makes a difference locally, nationally and internationally.

Greg Munford, Executive Chairman of Norfolk Broads Direct said: “We are proud to be the headline sponsor of this year’s Big C charity football match, an event that brings together community, sport and a shared determination to make a difference. Big C plays a vital role in supporting people across Norfolk affected by cancer, providing care, guidance and reassurance at every stage.

“As a Norfolk-based business built around helping people enjoy and connect with this special part of the country, we see first-hand how important organisations like Big C are in supporting those affected by cancer. Their work makes a genuine difference to people’s lives across the region, and we are delighted to support an occasion that raises both essential funds and awareness. Hosting the event here in Wroxham makes it even more special, and we look forward to seeing the community come together for such an important cause.”

Karen Vincent, Chief Executive of Big C, added: “We are incredibly grateful to Broads Tours by Norfolk Broads Direct for coming on board as headline sponsor for this year’s legends match. Support from businesses rooted in our local community makes events like this possible and helps us continue to be there for anyone affected by cancer across Norfolk. It promises to be a fantastic day and we are really looking forward to welcoming supporters to Wroxham.”

Established as a family-run attraction on the Norfolk Broads, Broads Tours by Norfolk Broads Direct has been welcoming locals and visitors to the waterways for generations and is proud to support initiatives that strengthen and support local communities.