ECB Coaches Association links Inspiring Generations | Page 4

OUR STRATEGY
TO INSPIRE GENERATIONS
Cricket in England and Wales has seen strong growth since the launch
of the strategic framework for the game – ‘Cricket Unleashed’ – in 2015.
‘Inspiring Generations’ builds on the strong foundations laid by
‘Cricket Unleashed’, and this document lays out the strategy to
grow cricket in England and Wales between 2020-24.
At the heart of this strategy is a single unifying purpose, which gets to the core of what the game can do for society
both on and off the field. This is coupled with an ambition for what success looks like by the end of this strategic period
to ensure that our game is in an even stronger position than it is today.
We will deliver on cricket’s purpose and
ambition through six priorities:
GROW AND NURTURE THE CORE
Ensure that there is a thriving county network at the heart of the domestic game
INSPIRE THROUGH ELITE TEAMS
Create and celebrate the heroes at the pinnacle of the elite game
MAKE CRICKET ACCESSIBLE
Give more people the opportunity to engage with cricket more often
OUR PURPOSE:
WE CONNECT COMMUNITIES AND
IMPROVE LIVES BY INSPIRING
PEOPLE TO DISCOVER AND SHARE
THEIR PASSION FOR CRICKET
Cricket is a special game. Fast and slow. Long and
short. An art and a science. A test of body and mind.
A team game, where individuals perform. It is a simple
game, with layers of complexity.
And whilst it is just a game, it is also so much more
than that.
It has respect, resilience and leadership at its heart,
allowing the game to transcend age, gender, race
and ability. It connects communities and improves
lives by bringing people together, and binds them
through a shared passion for cricket. It delivers
profound mental, physical and cultural benefits
and can help to positively shape the individuals,
communities and societies involved.
OUR 2024 AMBITION:
A GENERATION INSPIRED
TO SAY THAT
‘CRICKET IS A GAME FOR ME’
ENGAGE CHILDREN AND YOUNG PEOPLE
Inspire a new generation of players and fans to develop a love for cricket
Our single biggest challenge during this period is
to inspire a new generation to believe that ‘cricket is
a game for me’. We want to encourage more young
people to form a lifelong relationship with cricket
from an early age, to be passionate about the game
throughout their lives, and to pass this passion on
for generations to come.
Beyond just a new generation, we want people and
communities to be united by the feeling that cricket is
a game for them. This transcends simply participating,
volunteering, following or attending, and gets to the
heart of how people perceive cricket – as a game that
has something to offer everyone.
It allows everyone to discover their own unique passion
for the game – the moments and memories that are
passed on for generations.
TRANSFORM WOMEN’S AND GIRLS’ CRICKET
Drive cricket’s progress to becoming a truly gender-neutral sport
SUPPORT OUR COMMUNITIES
Use our purpose to connect communities and improve lives more broadly across society
Underpinning the six priorities will be measures taken to
secure the long-term sustainability of the game. The global
and domestic sports market is dynamic and ever-changing, so
we must ensure that cricket in England and Wales has strong
structures and robust finances both now and in the future.
It is these qualities that we want to harness. We will
ensure cricket’s purpose is at the heart of all of our
decision-making so that the game itself can thrive,
whilst also driving positive social change.
Girls and boys, women and men, young and old, in the
inner cities and beyond the suburbs; cricket is a game
that belongs to us all. We will work as one game to take
cricket forward, unified by this belief.
I N S P I R I N G G E N E R AT I O N S
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