Ascona Group, one of the UK’s fastest-growing independent forecourt and roadside retail operators, has been recognised for its exceptional support of Wales Air Ambulance after its logo was unveiled on the tail of one of the charity’s helicopters.
What began as corporate sponsorship has evolved into a long-term partnership, with the Pembrokeshire-headquartered business pledging to raise £1 million for the charity and already generating some £450,000 towards that target – enough to help fund the equivalent of more than 110 lifesaving missions.
The tail branding serves as a visible symbol of Ascona Group’s unwavering commitment to supporting the charity and the communities it serves.
Founder and Chief Executive Darren Briggs, who became Wales Air Ambulance’s first business ambassador in 2025, has played a key role in developing the partnership and championing the fundraising efforts that continue to benefit the charity.
A significant proportion of the funds raised has come through Ascona Group’s work with the award-winning fintech organisation Pennies, which gives customers the opportunity to donate 30p when paying by card or digital wallet. At the company’s Welsh sites, every customer donation is matched by Ascona, with the initiative already generating more than £300,000.
For Darren, the cause is also deeply personal. Wales Air Ambulance once came to the aid of one of the business’s longest-serving employees following a serious incident – an experience that reinforced his determination to lend his support.
The recognition carries additional significance because Darren is a qualified helicopter pilot and has long admired the skill, professionalism and dedication of Wales Air Ambulance’s flight crews.
The charity relies entirely on public donations to raise £13 million every year to keep its helicopters in the air and rapid response vehicles on the road. The approximate cost of attending a single mission is £3,545 (air and road average), highlighting the importance of sustained corporate support.
In 2025 alone, the charity attended 3,365 missions across Wales. Since its first flight in March 2001, it has completed just over 57,400 lifesaving missions, bringing consultant-led critical care directly to patients across Wales.
Darren Briggs, Founder and Chief Executive of Ascona Group, said:
“Seeing the Ascona Group logo on the tail of one of the Wales Air Ambulance helicopters is an incredibly proud moment for everyone connected with our business.
“This has never simply been about fundraising. It’s about supporting a service that saves lives every single day.
“I’ve always believed that commercial success should create opportunities to make a lasting difference in the communities we serve. That philosophy has shaped Ascona Group from the very beginning and I’m incredibly proud that our colleagues, customers and business partners have embraced it so wholeheartedly.
“When we pledged to raise £1 million, we wanted to build a genuine relationship with the charity rather than simply write a cheque. To have our logo carried on one of the helicopters is a tremendous honour.
“As a helicopter pilot myself, I’ve always had enormous respect for the crews who fly these missions in incredibly challenging circumstances. Every time that helicopter takes off, its crew is giving someone the very best chance of survival, and we’re proud to play a small part in helping make that possible.”
Phae Jones, Director of Income Generation at Wales Air Ambulance, said:
“We don’t place a company’s logo on one of our helicopters lightly. It is a visible symbol which recognises Ascona Group’s enduring support for our lifesaving work across Wales.
“Since Darren became our first business ambassador, both he and the wider Ascona team have gone above and beyond. From pledging to raise £1 million and becoming headline sponsor of our 25th Anniversary Gala Dinner, to inspiring colleagues, customers and business partners to support the charity, their contribution has been truly exceptional.
“Our crews come to the aid of countless people across Wales every day, and we simply couldn’t deliver our lifesaving service without businesses and individuals like Darren and Ascona Group. We are incredibly proud to recognise everything they have achieved together.”
Ascona Group’s support for Wales Air Ambulance continues to gather momentum.
In November, Darren will join fellow supporters on a 100-kilometre trek across the Sahara Desert in Morocco, organised by Wales Air Ambulance. Hoping to raise a further £5,000, the challenge represents the next milestone in the company’s journey towards its £1 million fundraising target.
