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TRANSCRIPT
AN ECB CONSULTATION DOCUMENT 2017
ENGAGING
COMMUNITIES WITH CRICKET
SOUTH ASIAN
3
Cricket is in my DNA and my passion for the game goes back to my earliest memories as a new migrant to the UK in the 1960s. My love for the game is not unusual; it is shared widely across much of the UK’s South Asian communities. Yet today we are only scratching the surface of the potential engagement with cricket from the UK’s South Asian communities.
For ECB and the wider game of cricket, this presents a huge opportunity to grow the game. This is core business, not just an afterthought. However, to make a difference and ensure that we can do something about this, rather than just talk about it, we must change our relationship with South Asian communities across all aspects of our work.
This is the step change ECB Board is committed to making.
We want to do this by underpinning our work with robust and clear analysis, basing our decisions on solid evidence. More importantly, we want to do this by engaging interested communities and working with them to understand what they think we should do.
We want to hear from people in South Asian communities who play or follow cricket, but also from those who don’t. We want to ensure that anything we suggest will work at a local and national level. We want to provoke an open conversation which will help us to shape our work in this area.
Getting this right will be good for cricket, but I also firmly and passionately believe that, if we can better engage with South Asian communities, the wider societal benefits could be extraordinary. Today, we
face tough challenges around mental health, obesity and social cohesion; cricket offers an effective means to address these.
We recognise that we cannot do this by ourselves and are keen to work with partners, whether they have an interest in sport or not, to work with us to seize this opportunity.
Of course, there is no single South Asian community; the term encompasses a complex mosaic of people, cultures, languages, faiths and ways of being. But that is why this is so important; understanding and being sensitive to these differences has been fundamental to the work ECB has done so far, and underpins the ambitions and goals we have set out in this document.
I would like to offer my thanks to our Chairman, Colin Graves, and our CEO, Tom Harrison, who have put this project at the heart of ECB’s agenda. Their vision to make cricket a game for everyone is critical to the future success of the game.
I urge you to get involved, to tell us what you think and to contribute. We want to work with you, we want to partner with you, to help us deliver a step change in this area. So please, get involved.
Kamlesh Patel Professor Lord Patel of Bradford OBE
FOREWORD
5
CONTENTS
Introduction
Context
09 Why ECB? and what is Cricket Unleashed?
10 How does this consultation fit with Cricket Unleashed?
SECTION ONE
Market & Findings
14 Cricket & South Asian communities
18 Initial findings and barriers
SECTION TWO
Analysis, Suggested Actions & Consultation Questions
24 Recreational cricket
28 Elite cricket and professional coaching
30 Attendance
32 Media engagement
34 Administration and culture
36 Partnership
37 Summary: Our consultation questions
SECTION THREE
Get Involved
41 Consultation process and how to get involved
76
1 As the governing body for cricket in England and Wales, ECB is responsible for leading and growing all cricket from grassroots to the national teams.
2 To grow the game, we have a shared framework called Cricket Unleashed. It is an ambitious plan to get a bat and ball into more hands, introduce more people to the power of cricket, and show a new generation how to get involved. It is making cricket a game for everyone. You will find more detail on Cricket Unleashed overleaf.
3 Our work so far tells us that one of our biggest opportunities is to engage better with South Asian communities. As you will see in section 2, a third of our recreational playing base, and over 40% of Champions Trophy Ticket purchasers, are of South Asian origin. We want to foster the extraordinary passion for cricket among South Asian audiences.
4 The next three years present a wonderful opportunity to engage people with cricket. We have the Champions Trophy and the Women’s World Cup this year, India and Pakistan will tour in 2018, and 2019 sees the World Cup and a home Ashes series.
5 So far, we have analysed data collated from surveys with tens of thousands of respondents, and databases with hundreds of thousands of entries. We have engaged with experts from across the game, and beyond, to evaluate over 500 aspects of engagement with cricket. This has led us to a set of suggested actions about how we can best increase engagement. You will find more detail on our findings so far in section 2.
6 ECB has also taken steps to understand the make-up, similarities and differences in the different South Asian communities across the UK. We aim not to generalise, but rather recognise and understand cultural and religious differences. To support this, we have collaborated with University College London (UCL) to create a ‘heatmap’ of all South Asians living in the UK. The tool provides street-level detail on the ethnicity, age, employment, language, religion, level of deprivation and density of the UK population.
7 We want to take this project to the next stage by consulting on our assessment so far. It is imperative that we engage as much as possible with the wider public, with the many different and diverse South Asian communities, and with potential delivery partners to make sure that all views are considered properly.
The purpose of this document is to stimulate conversation around the case for change and to elicit feedback, challenge and debate on our initial findings. You can find out how to get involved in the Get Involved section.
Thank you for engaging with the England and Wales Cricket Board (ECB) in this consultation process. To set up the consultation we want to give you a 7 point guide to what is happening and why. This should provide you with valuable context as you go through the rest of the document.
6 7
We aim to use the feedback to this consultation to create a national strategic framework to improve South Asian engagement in playing, watching, following and working in cricket. By doing so, we believe that we can grow cricket and use it to increase social cohesion in England and Wales.
INTRODUCTION
9
CONTEXT
What is Cricket Unleashed?Cricket Unleashed (www.cricketunleashed.com) is our game-wide strategic framework that sets out a common direction for ECB, its stakeholders and partners. It is our strategic framework to the end of 2019 and is built around five key pillars:
We are working to break down barriers and show cricket in a new light. We want cricket to be a game which brings all people and communities together from across the rich spectrum that makes up our society.
ECB has a unique scope amongst major UK sports bodies as we are responsible for the entire game, from grassroots and recreational cricket all the way through to the international arena. As the governing body for cricket in England and Wales, it is our responsibility to ensure that the game thrives and that we lead by example.
Why ECB?
Our ambition is to make
cricket a game for everyone
9
M O R E P L A Y
G R E A T
T E A M S
I N S P I R E D F A N S
Good Governance and Social
Responsibility
Strong Finance
and Operations
How does this consultation fit with Cricket Unleashed?
This consultation and Cricket Unleashed are both game-wide initiatives. Engaging with South Asian communities is a key strategic priority for ECB that fits across this framework. We must understand the needs and desires of this significant part of our audience to ensure that we provide the right opportunities for South Asian communities to play, watch and work in cricket.
Whilst our primary aim for this work is to engage more people with cricket, we also believe that our work engaging South Asian communities has potentially wider societal benefits. We want to use cricket to achieve greater social cohesion and to use the power of sport to bring communities together.
Partnerships and collaboration are vital to the success of this strategy; the skills, passion and expertise of our current and future partners will greatly enhance our reach and capabilities. Therefore, throughout this process we will engage with relevant partners who can support us in the delivery of our ongoing strategy.
We recognise that there are further key issues facing South Asian communities, that are shared by the game as a whole. We acknowledge that these need to be addressed, however in this work we are focusing on those issues most critical to South Asian communities in the UK.
Our aims are to:
This project covers the entire game, therefore our approach has been to split engagement with cricket into several areas. Our findings are presented in line with these areas:
Create more opportunities for South Asian communities to engage with cricket, be it through playing, supporting or working in the game.
1
2 Remove the barriers to involvement and participation in cricket for South Asian players and fans by providing a clear strategy and leadership.
3 Build strong relationships between South Asian communities, ECB, the counties, clubs and other parts of the cricket network, building on the current work and best practice around the country.
4 Use cricket to contribute positively to many of the building blocks of stronger communities such as better physical and mental health, higher educational attainment, lower crime and anti-social behaviour.
5 Use cricket as a means of supporting the achievement of greater social cohesion for communities across England and Wales.
Cricket that is played for enjoyment by anyone – whether
within ECB’s established cricket
playing communities, or outside them.
RECREATIONAL CRICKET
The players, potential players, and support
networks for all representative
programmes from county age group
cricket through to the senior
international teams.
ELITE CRICKET & PROFESSIONAL
COACHING
Visiting a stadium or fan park with the
intention of watching a live cricketing event.
ATTENDANCE
Engagement with and participation in communication
channels, and preferences for
tone and content.
MEDIA
The ethnic and cultural diversity of employees in any cricketing
organisation and the representation of the customers it serves.
ADMINISTRATION & CULTURE
1110
CONTEXT
1312
SECTION ONE
Market & Findings
14 15
The South Asian population of the UK
South Asian communities are extremely diverse in that they encompass a wide variety of cultures, languages, faiths and generations. This creates a complex myriad of views that we must appreciate if we are to create a coherent strategy. By using the catch-all term ‘South Asian’ in this document, we do not intend to ignore or underplay this complexity; rather we use it to aid simplicity of reading and narrative flow.
There are roughly three million (5%) UK residents of Indian, Pakistani, Bangladeshi, Sri Lankan or Afghani ethnicity (2011 Census). Indian and Pakistani communities are the largest of the black and minority ethnic groups in the UK and they are one of the fastest growing. Currently they are mostly urban dwellers. Total 3,078,374
451,529 Bangladeshi
1,174,983 Pakistani
1,451,862 Indian
4.9%of the total population
The South Asian population in the UK
is expected to grow to 5.6 million by 2031.
+186%5.6
MILLION
2011
3 MILLION
2031
200,000 Others (Sri Lankan, Afghani, Nepali)
MARKET
Cricket & South Asian communities
MARKET
1716
Currently there are approximately 1m South Asian cricket fans in the UK
South Asians make up 1/3 of our recreational playing base.
Source: Two Circles and ECB analysis
This makes it surprising that, across all cricket, only
3%
40%
of ticket purchasers are South Asianwhile
of Champions Trophy tickets buyers are of South Asian origin.
The South Asian population and cricketOver a third of the current playing population in England and Wales are from ethnic minorities, mostly South Asian. This number may be even higher if you count the informal leagues and teams and the specific Asian leagues and teams with which we have not yet managed to establish coordinated communications.
50%White British players
South Asian players 79%
79% of which play every week, compared to only 50% of White British players.
Estimated South Asian spending on cricket in the UK
Play£334m
Attend£97m
£685m
Total spend on cricket
UK
Play£100m
£120m
Total spend on cricket
South Asian
Value of British South Asian Pound to Cricket Economy in UK.
Source: Two Circles and ECB analysis
18%of the cricketing economy in the UK is contributed by fans of South Asian origin.
Understanding and appreciating complexityECB has partnered with University College London (UCL) to create a ‘heatmap’ of all South Asians living in the UK, and overlaid this with all known cricketing facilities. The tool provided us with street-level detail on the ethnicity, age, employment, language, religion, levels of deprivation and density of the UK population. This enabled us to conduct our analysis to a fine level of detail. This tool can be seen at www.southasianheatmap.ecb.co.uk
Follow£254m
Follow£19m
Attend£2.2m
1918
On these pages please find a consolidated overview into the key findings and barriers within our five sectors of research. Where not explicit, all statistics relate to South Asians and are consolidated across ethnicity and religion
of South Asian players in community leagues are dissatisfied with quality of their facilities (vs 23% nat rep).
FINDINGS
Initial findings and barriers
RECREATIONAL CRICKET ELITE CRICKET AND COACHING
64% of those asked stated that they would play more recreational cricket if the right offer was available (vs 43% nat rep).
71% 21%receive it (vs 43% nat rep).
of recreational cricket players want coaching but only…
of recreational players do not believe there are opportunities for the best players in their communities to progress to professional standard.
42%
42%
South Asian representation amongst their coaching staff.
<5%Some counties with a significant South Asian population have
Domestic TournamentsIPL - Indian Premier LeagueBBL - Big Bash LeagueT20 BLAST - Twenty20 BLASTRLODC - Royal London One-Day CupLVCC - Liverpool Victoria County Championship
5%
10%
RLODC LVCC
15%
20%
25%
30%
BBL T20 BLAST
IPL
40%of those asked would find domestic cricket matches that feature international cricket superstars much more appealing (vs 16% nat rep).
ATTENDANCE MEDIA ENGAGEMENT
63%of those asked...
stated that a dedicated family offer at cricket matches, including a family ticketing structure and family sections within the ground, would make attending cricket matches more appealing (vs 45% nat rep).
FAMILy TICKET
31% of parents asked believe that a
‘famous role model’is the main influence behind their child asking to attend a sporting activity (vs 15% White British).
ADMINISTRATION
Less than 10% of ECB workforce is of South Asian origin, and there is currently only one South Asian CEO of a First-Class County.
<10%
of players are not aware of anyone from their local community progressing to compete at elite level.
42%of South Asians are Sky Sports subscribers (vs 27% nat rep).
Out of the total time South Asians spend watching TV, a larger percentage is spent watching sport.
19% nat rep
VS46% Pakistani 32% Indian
50%
The proportion of TV viewers who are South Asian varies significantly across domestic tournaments. South Asians, especially Indians, overwhelming favour watching the IPL over other domestic cricket.
2120
SECTION TWO
Analysis, Suggested Actions & Consultation Questions
23
1 Our initial findings on what are the key barriers in each area
2 What we believe we can do to grow engagement
3 The questions on which we would like your views
We believe that a significant proportion of the South Asian population in this country could be more engaged with cricket, and that we are not maximising that opportunity. This section is divided into the five key areas we have analysed and sets out:
ANALYSIS, SUGGESTED ACTIONS & CONSULTATION QUESTIONS
RECREATIONAL CRICKET
ELITE CRICKET & PROFESSIONAL
COACHINGATTENDANCE MEDIA ADMINISTRATION
& CULTURE
23
These barriers are replicated for both men and women, but are accentuated for women and girls. The lack of offers, products and infrastructure, combined with cultural challenges, are the most significant barriers.
Another challenge for cricket, at both a recreational and an elite level, is the cultural importance placed on education and career development in South Asian communities. This can be challenging for young players of a sport which is normally played during key exam periods, and often results in many young boys and girls dropping out of the system – whether recreational club cricket, or elite pathway – between the ages of 16 and 18.
Lack of access to appropriate playing facilities for adults and children, especially in urban areas, and poor quality or state of repair of some facilities.
Lack of the ‘right offer’ for South Asian communities e.g. timing and scheduling, game length, rules, cost.
2
Imbalance between demand and supply of, and access to, coaches for South Asian recreational teams and players.
3
Lack of opportunities to engage with the game at an early age.
4
We have identified four main barriers to South Asians engaging with recreational cricket:
1
RECREATIONAL CRICKET
What we’ve found:
24
RECREATIONAL CRICKET
South Asians are 2x as likely to play
indoor cricket in the winter months.
75% of adult cricket fans played cricket
as a child.
Approximately 50% of those who don’t play
midweek say it is because there aren’t any games available
(vs 30% nat rep).
50% of those who want to receive
coaching, said they didn’t know how to
access it.
Only 1% of children who don’t play at
school like the sport.
50%
75%
1 in 5 of South Asians asked have trouble finding a
place to play (vs 1/20 nat rep).
2x
50%
2726
Further to our proposed actions, we would also like your help to answer the following questions to do with recreational cricket:
Which formats of recreational cricket are most likely to appeal to South Asian players (including different venues, length of the game or encouraging playing at different times or on different days of the week)?
Q1
Q2 What we can do to get more South Asian women and girls playing cricket?
Q3 Are there any other ways to improve access to facilities for playing cricket, for example making school playing fields available, that would appeal particularly to South Asian communities?
Q4 What else can the ECB do to promote greater participation in cricket amongst South Asian communities?
Questions for you
Therefore, we believe our focus should be to:
a) Make it easier to access ‘traditional’ facilities to play, by:
• Identifying and logging all cricketing facilities (overlaid with heatmap, to test if the challenge is purely one of access or an awareness issue).
• Assessing availability and any quality issues.
• Facilitating discussion for sharing or partnering in order to maximise utilisation of current facilities (e.g. local South Asian team to play on a school’s pitch when not in use, partnering with local county board or business to support maintenance).
• Investigating innovative ways to increase the number of facilities.
• Investigating and understanding the best way to drive awareness of the increased number of available facilities.
b) Work to change the perceptions of the types of facilities that can be used to play cricket and improve the experience of non-traditional cricket facilities in urban areas.
c) Undertake a full ‘outside-in’ review of the recreational game in the UK, to understand how to produce products that are best suited to customer wants and needs (including format and timing, for example a short format competition that takes place at a day and time that is convenient for South Asian participants).
d) Establish the most effective way to connect newly qualified coaches with recreational players who want coaching but don’t currently receive it. (Note: Part of this work will be to run a series of focus groups with South Asian coaches to ascertain their barriers to ongoing engagement post qualification).
e) Drive take up of ECB’s new digital coaching offer (currently in construction) among South Asian coaches and ensure it has relevance and purpose.
f) Grow our All Stars Cricket programme in diverse communities with large South Asian populations.
g) Work with partners, schools, clubs and universities, as well as parents, pupils and students to establish ways in which cricket can work alongside education more effectively, and be more understanding of those who want to continue further education as well as play cricket at any level.
It is worth noting that the challenge of facilities is a game wide one, and any solution will impact much more than just these communities. However, the percentage of South Asian communities living in urban and high population density areas accentuate the challenge for this population.
Likewise, the ‘outside-in’ player review has wider implications for the game, and will be a review of all current and potential players, not just those in South Asian communities. However, the review will in part focus specifically on South Asian communities, compiled as part of this work.
RECREATIONAL CRICKET RECREATIONAL CRICKET
Recreational CricketCounty Age GroupCounty Academy (16-18yrs)First Class County Teams
30%
15%11%
4.2%
of those asked do not believe that there are the opportunities for the best players in their communities to progress to professional level.
South Asian Players make up…
42%
42%
What we’ve found:
2928
The lack of systematic approach and a narrow scope in talent identification and scouting systems, meaning that in some parts of the country talented South Asian players are not being identified by the system.
1
A perceived lack of opportunity for South Asian players to progress to elite level.
2
The disparity in the number of South Asian coaches across England and Wales.
3
The main barriers to South Asian representation amongst elite teams that we have identified are:
We therefore believe that our focus should be to:
28
ELITE CRICKET & PROFESSIONAL COACHING
ELITE CRICKET & PROFESSIONAL
COACHING
Further to our proposed actions, we would also like your help to answer the following question to do with elite cricket:
Questions for you
Are there any other ways that we can increase the opportunities for talented South Asians to be identified and developed to playing or coaching the game at elite levels?
Q5
of those asked are not aware of anyone from their community having done so.
a) Undertake a full review of the player talent identification and nominations system, so that talented players from any background have an equal chance at being nominated, trialled and advanced through the elite pathway.
b) Establish formal relationships and a talent development framework between Counties and non-affiliated cricket communities.
c) Establish the most appropriate methods to support the progression of South Asian coaches through the coaching system, and connect those who progress with opportunities to coach at elite level
• For example, investigate the option of boosting diversity in coach recruitment by ensuring that a significant percentage of all coaches shortlisted for interview are from a South Asian background.
As mentioned above, one of our future areas of focus concerns cricket’s challenge of working alongside, and complementing, the cultural pressures and expectations on education and career development.
Much of the data above is focused on the male pathway. This is not to say there are not barriers within the pathway for women and girls. However, we believe that the most significant barrier for women and girls is in the recreational game.
Lack of visible presence of star players from across the game.
1
Low relevance of current formats & teams to South Asian cricket fans, leading to poor affinity levels.
An inadequate match-day family offer.
2
3
The main barriers to South Asian attendance of domestic and international England matches that we have identified are:
‘Heroes’ are important to South Asian communities across all aspects of cricket, including attending, playing and engaging more widely with the game. When considering attendance, it is important to note that playing heroes do not have to always be South Asian.
South Asian cricket fans want to watch the best players in the world, be they Indian, Pakistani, English, Australian or otherwise. Whilst the fervent support for Virat Kohli, for example, might be unrivalled, the demand amongst South Asian fans for all global stars can be seen in the support of the likes of Ben Stokes and Jos Buttler during the 2017 IPL tournament.
30 31
ATTENDANCEATTENDANCEATTENDANCE
Further to our proposed actions, we would also like your help to answer the following questions on attendance:
Questions for you
How can we promote and celebrate more local and national cricket heroes in order to drive awareness and increase participation and support amongst South Asian communities?
Q6
What are the essential ingredients of a major match-day experience that would appeal to a South Asian family?
Q7
We therefore believe that our focus should be to:
a) Use traditional, digital and social media channels to celebrate existing cricketing heroes better, in a way that reaches and resonates with South Asians authentically.
b) Create new heroes at every level of local and international cricket in a way that strengthens South Asians’ affinity for the game.
c) Test the introduction of family-friendly zones that provide connections with the players at major match days, and have areas where players go to sign autographs and pose for selfies.
What we’ve found:
of those asked believe that an increase in the number of superstars would make attending cricket ‘much more appealing’ (vs 16% nat rep).
of parents believe that a ‘famous role model’ is the main influence behind their child asking to attend a sporting activity (vs 15% White British).
say a devoted family offer makes attending more appealing (vs 45% nat rep).
31%
40%
39% of South Asian cricket fans support an IPL team while only 8% support a T20 Blast team.
support IPL team
support T20 Blast team
8%
39%
63%
of those asked mix ‘mainstream’
media with a wider ethnic offer.
of those asked have a subscription to Sky Sports,
(vs 27% nat rep).
of overall TV viewing hours are spent watching sport
(vs 19% nat rep).
What we’ve found:
31%2m
Joe Root
60mVirat Kholi
Social Media followers
Virat Kholi vs Joe Root.
42%82%
3332
We therefore believe that our focus should be to:
a) Establish which media channels (e.g. printed press, radio and TV, social media) are most effective at reaching South Asian audiences, and use them to drive participation and involvement.
b) Find new and authentic voices who can engage with South Asian communities and to whom those communities can relate.
Our current media outputs not aligning with the media consumption habits of the South Asian community.
1
A lack of diversity in our media offering (traditional, digital & social), including little relevant content from the right voices through the right channels.
2
The main barriers to media engagement by South Asian communities that we have identified are:
MEDIAMEDIA ENGAGEMENT
Further to our proposed actions, we would also like your help to answer the following question to do with media engagement:
Questions for you
How can we better use digital and social media, alongside traditional forms (e.g. printed press, radio and TV), to drive greater support, participation and involvement with cricket amongst South Asian audiences?
Q8
MEDIA ENGAGEMENT
34
The disparity between representation across our recreational playing base and the ECB workforce.
1
The disparity in South Asian representation amongst the county and recreational workforce in England and Wales.
2
The level of representation by South Asians across the administration of cricket is an issue characterised by:
35
ADMINISTRATION & CULTURE
We therefore believe that our focus should be to:
a) Improve the diversity in administration, leadership and governance of the game through spreading best practice methods in recruitment, training and retention, for example by:
• Reviewing how job descriptions are written to ensure that they are culturally neutral, and considering where job adverts could be placed to attract more candidates from South Asian backgrounds.
• Providing unconscious bias awareness training across the cricket network to ensure that recruitment decisions are taken on an informed basis.
b) Create additional heroes in every aspect of cricket to strengthen South Asians’ affinity for the game (see attendance section). This would not only involve playing heroes, but also community, administrative and coaching heroes to encourage South Asian involvement across the game. It would also promote the fact that cricket can be a career as a player, coach, umpire or administrator.
What we’ve found:
<10%
Less than 10% of ECB workforce is of South Asian origin, and there is currently one CEO of South Asian background in the County network.
Further to our proposed actions, we would also like your help to answer the following question to do with administration and culture:
Questions for you
Is there anything else that we should be doing to change the perception of traditional cricketing structures amongst South Asian communities?
Q9
ADMINISTRATION & CULTURE
3736
RECREATIONAL CRICKET
Q1. Which formats of recreational cricket are most likely to appeal to South Asian players (including different venues, length of the game or encouraging playing at different times or on different days of the week)?
Q2. What we can do to get more South Asian women and girls playing cricket?
Q3. Are there any other ways to improve access to facilities for playing cricket, for example making school playing fields available, that would appeal particularly to South Asian communities?
Q4. What else can ECB do to promote greater participation in cricket amongst South Asian communities?
ELITE CRICKET
Q5. Are there any other ways that we can increase the opportunities for talented South Asians to be identified and promoted to playing or coaching the game at elite levels?
ATTENDANCE
Q6. How can we promote and celebrate more local and national cricket heroes in order to drive awareness and increase participation and support amongst South Asian communities?
Q7. What are the essential ingredients of a major match-day experience that would appeal to a South Asian family?
MEDIA ENGAGEMENT
Q8. How can we better use digital and social media, alongside traditional forms (e.g. printed press, radio and TV), to drive greater support, participation and involvement with cricket amongst South Asian audiences?
ADMIN AND CULTURE
Q9. Is there anything else that we should be doing to change the perception of traditional cricketing structures amongst South Asian communities?
OTHER
Q10. Do you agree with our initial findings and our proposed areas of focus? Who are the best partner organisations to help us achieve our aims?
Based on our initial findings as set out in this consultation, there are 10 questions on which we are particularly interested in hearing your views.
For each of the below, please give as much detail as you feel relevant and useful, giving special consideration to the cultural nuances across South Asian communities. At the heart of Cricket
Unleashed, ECB’s strategic framework for growth, and of this work, is the aim of reaching new audiences and making cricket relevant to more people.
Partner Case Study – Chance to Shine Street
Chance to Shine are a charity on a mission to spread the power of cricket through schools and young communities. Chance to Shine and ECB are long-term partners, with a shared vision of giving every child the opportunity to play cricket. ‘Chance to Shine Street’ is a programme aimed at engaging young people aged 8-24 in disadvantaged areas through a fun, fast-paced street cricket format.
‘Chance to Shine Street’ is played with a tape-ball (a tennis ball wrapped in electrical tape), allowing players to play cricket without the need for expensive protective clothing. Matches are played as a 6-a-side format with 20 balls per innings, and can be played in non-traditional cricket spaces such as sports halls, youth clubs and caged areas commonly found in public parks or on housing estates. The project is free for all participants and they can turn up and play wearing whatever they feel comfortable in.
ImpactChance to Shine Street has engaged more than 10,000 young people across 30 towns and cities through weekly sessions, competitions and young adult leagues.
Growing the game to reach new audiences will require new skills, experiences, networks, knowledge and ways of working. Partnerships and collaboration are key to the success of this strategy.
We currently work with several strategic partners who are helping us achieve our aims (e.g. Natwest’s “Cricket Has No Boundaries” campaign, National Asian Cricket Council, Spirit of 2012 and Chance to Shine). Throughout this process we are looking to hear from, and engage with, new relevant partners who can support us on this journey and in the delivery of our ongoing strategy.
In 2017 there over 3,000 weekly participants, of which:
ATTENDANCEPARTNERSHIP SUMMARY: OUR CONSULTATION QUESTIONS
81%
69%
12%
84%
68%
ARE FROM BLACK AND MINORITy ETHNIC BACKGROUNDS
ARE FROM SOUTH ASIAN ETHNIC BACKGROUNDS
ARE GIRLS
ARE NOT MEMBERS OF TRADITIONAL CRICKET CLUBS AT THE pOINT THEy jOIN OUR pROGRAMMES
SAID THEy FELT HAppIER SINCE jOINING STREET, CITING THE OppORTUNITy TO MAKE NEW FRIENDS, BE ACTIvE IN THEIR COMMUNITy AND IMpROvE THEIR CRICKET SKILLS WITH QUALIFIED COACHES
3938
SECTION THREE
Get Involved
Consultation process and how to get involved
We now want to take this work forward by undertaking a broad consultation so that our strategy for engagement of South Asian communities is truly co-created. This will enhance the likelihood of achieving our aims over the next few years.
TIMELINE
jUNE OCTOBER
CONSULTATION WORKSHOPS
ONLINE ENGAGEMENT SURVEY
QUANTITATIVE AND QUALITATIVE RESEARCH
INTERNAL AND EXTERNAL ADVISORY GROUPS (subject matter experts)
4140
ATTENDANCEGET INVOLVED
ATTENDANCE
42
GET INVOLVED
Leicester
Birmingham
London
Essex
Visit www.ecb.co.uk/southasiancricket to let us know your thoughts.
ONLINE
There are two ways to be involved:
ECB will be hosting several workshops in the following locations. These are free to attend, with food & refreshments provided. Find out more information and register your interest by emailing [email protected]
Bradford
Dewsbury
Manchester
Sheffield
Attendees at all workshops will automatically be registered into a free raffle to win 4 tickets to see England vs India or Pakistan in 2018.
We are also looking to undertake further consultations in other locations with high South Asian populations.
CONSULTATION WORKSHOPS
We will also be running a series of focus groups and qualitative research with our partner agencies, alongside the above process.
We would love to hear your views!
Image Credit: Getty Images and John Bolloten Photography