ECB Coaches Association links Inspiring Generations | Page 8

WHAT WE FOUND
The Insight
The Opportunity
GROW AND NURTURE THE CORE
The 39 cricket clubs and boards are the primary delivery partners for cricket, covering both the
professional and recreational game.
WHAT WE DID
The geographic spread and local knowledge of these delivery partners gives us a great
opportunity to inspire a passion for cricket across the length and breadth of England and Wales.
In designing this strategy for the whole game in England
and Wales, we embarked on extensive research across
four areas that directly impact cricket:
INSPIRE THROUGH ELITE TEAMS
Young people are inspired by individual heroes performing and entertaining at the highest level.
Cricket’s heroes have a unique platform to inspire generations, both at a local level and on the
international stage.
• S ocietal trends including changes in our communities, new technologies
and shifting consumer habits
• Global sporting trends that characterise the role sport plays in our world
• Global and domestic cricket trends that illustrate the way our game is changing
•  onversation and debate with people in the game across England and Wales,
C
from County Chairmen and CEOs, to the volunteers who make cricket happen
156
meetings with County Chairmen and CEOs
100 K +
current and potential cricket fans engaged
through surveys and focus groups
Developing more winning teams and connecting heroes with fans will inspire more people to
say that ‘cricket is a game for me’.
Maximise the impact of
winning elite teams across
the whole game
MAKE CRICKET ACCESSIBLE
400
Whilst a popular sport, cricket appeals to a narrow demographic of our increasingly urban,
modern and diverse society. We must do more to encourage a broader cross-section of people
to engage with cricket, and make it more accessible for those who already do. Broaden the demographic
of cricket’s player and
follower base
A shifting digital and media landscape – characterised by changes in global media markets
and the prominence of social media – provides fresh opportunities to engage in different ways
with new and existing audiences. Cricket must embrace new opportunities to connect with
players and fans. Grow cricket’s digital
presence to engage with
more players and fans
ENGAGE CHILDREN AND YOUNG PEOPLE
people from the cricket family engaged
during eight regional workshops
Not enough young people are given the opportunity to create an affinity with cricket during their
childhood. Whilst 1.2m children are playing cricket, many of these do so just once or twice a
year, and there are even fewer young fans of the sport.
100 s of millions
data points analysed
Young people have different expectations, and cricket must do more to build a sustainable
relationship with those under the age of 16, starting with play.
51% of the population is female, but women and girls are under-represented at every level of cricket.
Through this extensive research, six key opportunities emerged for cricket’s
priorities. If we can take advantage of these opportunities by meeting the biggest
challenges we face during the course of this strategy, then we will deliver on our
ambition to inspire a generation to say ‘cricket is a game for me’.
Encourage more young
people to engage with
cricket on a regular basis
TRANSFORM WOMEN’S AND GIRLS’ CRICKET
Changing this is the game’s biggest growth opportunity, as has been shown through the
increasing numbers of women and girls playing recreationally, and the growing profile of the
elite women’s game.
Increase the representation
of women at every level
of cricket
SUPPORT OUR COMMUNITIES
81% of 16-30 year olds believe a successful business needs to have a genuine purpose that
benefits society.
Cricket has a unique opportunity to use its purpose of connecting communities and improving
lives to make a positive difference in our modern and diverse society.
I N S P I R I N G G E N E R AT I O N S
Sustain and grow the role of
a thriving county and club
cricket network
8.
Develop cricket’s role as
a vehicle for delivering
positive social impact
9.