University of Sheffield researchers are collaborating with a Sheffield company at the heart of snooker\u2019s modern evolution to develop next generation equipment, bringing 21st century science into one of the world\u2019s most tradition-steeped sports.
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University of Sheffield researchers are collaborating with a Sheffield company at the heart of snooker\u2019s modern evolution to develop next generation equipment, bringing 21st century science into one of the world\u2019s most tradition-steeped sports.<\/strong><\/p>\n CC Brand, known globally for its precision-engineered cue sports products, is trusted by a host of the sport\u2019s elite players, including Jimmy \u2018Whirlwind\u201d\u2019 White, Ronnie O\u2019Sullivan, Kyren Wilson (Current World Champion), John Higgins, and Neil Robertson, to name a few. Since 2018, the company\u2019s innovations have reached over 100 countries, setting new standards for consistency and quality in the game.<\/p>\n While deeply rooted in snooker\u2019s heritage, CC Brand is firmly focused on the future\u2014pioneering a new wave of technology that promises to transform cue sports performance. At the heart of this effort is a groundbreaking partnership with the University of Sheffield, uniting expert players with leading minds in physics, engineering and material science.<\/p>\n The collaboration began six years ago, when CC Brand engaged Professor Simon Goodwin, a Sheffield native and Professor of Theoretical Astrophysics at the University.<\/p>\n \u201cI\u2019m originally from Sheffield and my dad was a massive fan of snooker, so I grew up watching the World Championships,\u201d said Professor Goodwin.<\/p>\n \u201cAlthough I\u2019m a terrible player, I\u2019d describe myself as a theoretical astrophysicist and a theoretical snooker player! When I met the CC Brand team, I jumped at the chance to apply science to a game I love.\u201d<\/p>\n Since then, the partnership has brought together researchers, PhD students, and CC Brand engineers to tackle some of the sport\u2019s biggest mysteries\u2014from the frustrating phenomenon of \u2018kicks,\u2019 where a ball deviates unpredictably, to the intricate physics behind vibration, friction, and energy transfer during play.<\/p>\n