Operating three air ambulances and two critical cars across the region, Midlands Air Ambulance Charity has played a crucial role in the local community over the past three decades.

Throughout 2021, the emergency service which was one of the first air ambulances in the country, is celebrating its 30th anniversary of saving lives across the Midlands.

The new partnership will see the shopping destination show its support for the lifesaving service with a number of planned fundraising activities throughout the year, including team and community initiatives.

Pam Hodgetts, corporate partnerships manager for Midlands Air Ambulance Charity, said: “Our vitally important emergency service has grown significantly over the last 30 years and it’s thanks to local partners like Merry Hill that we are able to future-proof the service.

“By choosing to support us, Merry Hill is helping us to continue making our daily lifesaving missions possible, especially as our operations continue to be funded without government support.”

Duncan Burns, Marketing Manager at Merry Hill, said: “We are excited to announce Midlands Air Ambulance Charity as our new charity partner for 2021. The selfless work carried out by the team has helped save lives across the Midlands for the last three decades and we are incredibly proud to be supporting and partnering with them during this milestone year for the service.

“Merry Hill has always been at the heart of the local community and we look forward to working with our team and visitors to raise much needed funds and awareness for the charity.”

Midlands Air Ambulance Charity also plans to offer a mutually beneficial partnership including providing lifesaving bystander training to the centre team. The hope is that the training sessions will also be offered to shoppers once restrictions have been completely lifted in the future.