England and Yorkshire's Joe Root, cricket retailer Mr Cricket and leading cricket bat manufacturer Gunn & Moore have teamed up to launch a new 'Hero' bat and support 'Help For Heroes'.
Help For Heroes, one of the UK's favourite charities, has become a key focus for the Mr Cricket business after Managing Director Paul Radfarn's daughter's boyfriend was killed during his first tour of duty aged just 19.
"We have been trying to find a way to help those brave soldiers returning from war with life changing injuries, both physical and mental" he said.
"When we approached Gunn and Moore with this idea they responded enthusiastically and we hope that between us we believe we can really help to make a difference."
Gunn & Moore Managing Director Peter Wright added: "When Mr Cricket came to us with this idea we were delighted to help.
"Indeed everyone connected with the company, staff and suppliers alike, has gone the extra mile to help this idea come to fruition."
The Hero bat was presented by Root to Help for Heroes ambassador Mark Taylor near the Tower of London the morning after the recent Twenty20 International between England and Sri Lanka at the Kia Oval.
Root said, "The word ‘Heroes’ is much overused in the world of sport and it was a privilege and a pleasure to play a part in helping these real heroes."
Taylor, who has been helped through his own recovery by the charity, and now turns out for the Help for Heroes cricket team, is delighted with this initiative.
"It is fantastic that GM and Mr Cricket have teamed up to make this happen and support H4H," he said.
"The money raised really does help the wounded, injured and sick, whether it is a physical injury or a hidden wound.
"Help for Heroes helped me hold my hand up and say ‘I need help’. I’ve got the closest relationship with my family that I’ve ever had because the Charity has helped me deal with my PTSD and I have become a better person from it. The bat looks great and I can’t wait to give it a good knock!"
It is hoped that the bat, which costs £250 (£50 of which goes to Help for Heroes) will help raise £10,000.
It is available from www.mrcricketshop.co.uk.
© Cricket World 2014