Sobell House Hospice Charity – a leading Oxfordshire charity providing specialist palliative and end of life care – has been named the winner of the 2026 Brand the Bus competition, securing a prize package worth £100,000.
The charity will see its work showcased across the region after winning the public vote, which attracted almost 9,000 submissions from 71 entries. The annual initiative, now in its eighth year, is run by Oxford Bus Company to help raise awareness of local charities and good causes.
The prize includes a full electric double-decker bus wrap, extensive on-board advertising across Oxford Bus Company and Thames Travel services, radio promotion via Get Radio, and a partnership with Oxford City Football Club as its official charity of the season for 2026/27.
Sobell House, which supports more than 4,500 people each year living with life-limiting illnesses, was founded in 1976 and is jointly funded by the NHS and its hospice charity. Its services span inpatient and at-home care, hospital support, day services, therapies and bereavement support.
Nikki Gracey, Relationship Fundraising Manager at Sobell House, said the win was particularly meaningful during the charity’s 50th anniversary year, highlighting the importance of raising awareness for families who may not yet know about the support available.
The announcement was made live on air by Get Radio breakfast host Rich Smith, who surprised the charity team with the news.
Oxford Bus Company Managing Director Luke Marion praised the organisation’s impact, noting the emotional importance of end-of-life care and the difference Sobell House makes to patients and families across Oxfordshire.
The branded bus is expected to launch in autumn 2026, following a collaborative design process between the charity and Oxford Bus Company.
