Sobell House confirmed as 2026 Brand the Bus winners!

A charity dedicated to providing specialist palliative and end of life care in Oxfordshire has won Oxford Bus Company’s Brand the Bus competition and a prize pool worth £100,000. 

Sobell House works with more than 4,500 people with life-limiting illnesses and their loved ones each year to improve quality of life through inpatient, home and hospital care, day services, therapies and emotional support. 

The charity co-established one of the UK’s first modern hospices with the NHS in 1976, and it jointly funds the palliative and end of life care services provided by the NHS at Sobell House and across the community.

Its work will now be showcased across Oxfordshire’s roads on one of Oxford Bus Company’s double-decker buses, which will undergo a major makeover this summer to emblazon the charity’s branding across its exterior. 

In addition to a full-wrap advertisement, the winning prize includes free advertising on board Oxford Bus Company and Thames Travel vehicles, radio advertising on Get Radio, and being named Oxford City Football Club’s charity of choice for the 2026/27 season.

Nikki Gracey, Relationship Fundraising Manager at Sobell House, said: “Thank you to everybody out there who voted for us. It’s the most brilliant news in our 50th year anniversary.

“This means so much. A lot of people in Oxfordshire know who we are and what we do, and a lot of people have experienced what we do, but for those who don’t know, it really gets the awareness out there.

“We need support and everybody working together to provide our services. We care for 4,500 people every year, and that’s increasing. It just means so much for the whole community.”

The news was broken by Get Radio breakfast show host Rich Smith, who surprised Sobell House and the team by announcing them as the winners live on air on Friday morning. 

Sobell House will now be invited to work with Oxford Bus Company on the design, with the branded bus expected to launch in the autumn.

Hamish Law, Commercial Director at Get Radio, said: “Congratulations to Sobell House on being named the Brand the Bus winner. 

“This is a testament to the incredible work the team does day in, day out to support people across Oxfordshire. 

“At Get Radio, we were once again hugely impressed by the quality of their entry. Sobell House provides a vital service to the local community, and we couldn’t be more delighted to see them recognised in this way.”

Chris Williams, Head of Partnerships at Oxford City, added: “It is such a challenge to find a winner because there are so many amazing people doing great work in our local charities. 

“But Sobell House help so many people across the Oxfordshire community and were this year’s outstanding candidates. Congratulations to the team and we look forward to working with them as our club partners for the coming year.”

Almost 9,000 public votes were cast during the nomination process for this year’s Brand the Bus competition, which attracted 71 entries this year and is celebrating its eighth year helping to raise the profile of charities and good causes based in Oxfordshire. 

Luke Marion, Managing Director of Oxford Bus Company, added: “Congratulations to Sobell House for being named as our eighth Brand the Bus winner.

“This year’s competition attracted a fantastic range of entries, so we also thank every other good cause which dedicated time to completing a submission – it truly hasn’t gone unnoticed.

“End of life care prompts a multitude of emotions, both for the patient and their loved ones. It is critical people have access to services such as Sobell House, to make compassionate care and bereavement support as comfortable and emotionally sensitive as possible.

“Many members of our own team have been touched by the extraordinary work of Sobell House, and it was heartwarming to hear how much winning this year’s competition meant to the charity live on air.”