‘ Over 180 festivals will take place nationwide to coincide with the ICC Women’ s World Cup.’
UNLEASH THE GAME!
Tracey Francis, Head of Growth at ECB, outlines plans to develop women’ s cricket in England and Wales.
‘ Expect the unexpected’ will be my mantra this summer. It’ s a once in a lifetime opportunity where women’ s cricket will take centre stage: the ICC Women’ s World Cup, season two of the Kia Super League, and a brand – new women and girls’ cricket strategy, all giving us a perfect platform for growth.
Our first commitment was to appoint a National Growth Manager for Women and Girls, and our first action was to split them off. There is no catch-all here, they are uniquely different. Our solutions need to reflect this … and so starts the journey.
It’ s important that we seize the moment to showcase women in our sport. While playing will always be a key priority, we recognise that the business of cricket is enriched by the inclusion of women as officials, coaches, leaders and administrators. Women quite often are the backbone of our sport – the unsung heroes behind the scenes. It’ s time to step out of the shadows and make our mark.
Women make up 50 per cent of the population, but only 10 per cent actually play. It’ s a massively untapped market. However, first we must ask ourselves this: why don’ t that many women play?
We have, over the past few years, invested significant resources into understanding women much better. A common thread has appeared – women want short, safe, social and fun offers. The first cab off the rank is our Summer of Soft Ball Cricket, a bespoke offer with a culmination of playing experiences and festival days to inspire and encourage women to take up our sport.
We have to demystify our game. Its laws and conditions are complicated, we have to recognise that the equipment must be fit for purpose. Long gone are the days when it’ s
14 Hitting the Seam Issue 37