‘ 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