AUSTRALIAN CRICKET STRATEGY 2017-2022 - E-Brochures
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
AUSTRALIAN CRICKET STRATEGY 2017-2022
CRICKET IN AUSTRALIA A NOTE
FROM JAMES
2 ,020 ,864
15m
over 100,000
VOLUNTEERS Over 15 million broadcast
reach per season
Cricket’s national digital channels TOTAL Dear colleagues,
LIKE ATTENDANCE On behalf of Australian Cricket, I am delighted and
combined (Cricket Network) have excited to introduce our next five-year strategy.
Cameron French
20 million social fans/followers IN 2016-17 CEO, Cricket Australian Capital Territory
Delighted, because this strategy represents
more than 12 months of honest, ambitious and
innovative debate by representatives from all levels Andrew Jones
ATTENDANCE of cricket. At its heart, this strategy is driven by our love of the game, and CEO, Cricket New South Wales
10 PEOPLE our shared belief that cricket plays an important and valuable role in
Australian society. Our communities are healthy when cricket is healthy.
EVERY SECOND 110% Excited, because this strategy also provides clarity, a collective sense of Troy Watson
EVERY DAY
CEO, Northern Territory Cricket
what it will take to make cricket Australia’s favourite sport and, most
GROWTH importantly, a sport for all Australians. As the Chief Executive Officers of
Start watching a Cricket Australia and all State and Territory associations, we look forward
Cricket Network Video
around the world
BBL HAS GROWN to bringing the strategy to life. Max Walters
CEO, Queensland Cricket
SIGNIFICANTLY OVER The challenges are many, and all of us face tough and determined
competitors. What I find particularly pleasing is the additional work that
THE PAST 4 SEASONS has created How We Play, the behaviours that will underpin the manner in
Keith Bradshaw
which we will tackle the task ahead. CEO, South Australian Cricket Association
That combination, of a clear strategy and a defined approach, will ensure
393,735 1,037,268
our success.
CLUBS
%
3,995
25 I’m looking forward to working with you all to achieve our aspirations
Nick Cummins
CEO, Cricket Tasmania
Female participants
CHILDREN outlined in this strategy.
241 ,105 %
28 PLAY CRICKET THROUGH
Yours sincerely,
1.4m
Tony Dodemaide
COMPETITIONS, CLUBS
CEO, Cricket Victoria
OVER Multicultural participants
AND SCHOOLS
185 ,015 James Sutherland
23,667
TEAMS
Christina Mvews
PEOPLE Indoor participants CEO, Cricket Australia CEO, Western Australian Cricket Association
PARTICIPATE
IN CRICKET 54,346 %
47
Indigenous participants
9% growth
OUR PURPOSE OUR VISION
23,172
in 16-17 %
32 TO INSPIRE EVERYONE AUSTRALIA’S FAVOURITE SPORT
Participants with a disability TO LOVE CRICKET – A SPORT FOR ALL AUSTRALIANS
1
UNRIVALLED HISTORY HOW AUSTRALIAN
IN AUSTRALIAN SPORT CRICKET FUNCTIONS
Australian Cricket is led nationally by Cricket Australia, in
partnership with the State and Territory Cricket Associations
We are Australia’s who lead and serve the many local Associations across
the country.
We all act collectively
national sport, embedded in On the field, we compete in domestic competitions that
in the best interests of the
our country’s identity. inspire fans and develop Australian players of the future.
game we love and serve.
Off the field, we collaborate in all areas where it is beneficial
to leverage the scale of cricket nationally.
Cricket is a fundamental part of Australian culture.
NATIONAL WOMEN’S LEAGUE SINCE 1930 It is part of our vernacular and our history. Working as a unified sport, we co-design national plans
and enable localised delivery of those plans to cricket
In 1787 Lord’s (Marylebone Cricket Club) established communities across each State and Territory.
the laws of cricket to ensure uniformity and fairness
for cricketers worldwide. We adopted these laws
and still follow them today.
Cricket is now played by millions of Australians.
International games and domestic leagues like
the Big Bash are the leading sports entertainment
across the summer, and our game inspires and
connects people of all backgrounds and interest.
THE INVINCIBLES 1948
INDIGENOUS AUSTRALIAN TEAM 1868
2 3
AUSTRALIAN CRICKET’S ACHIEVEMENTS RESPONDING TO A RAPIDLY CHANGING
OVER THE PAST FIVE YEARS WORLD OF SPORT AND ENTERTAINMENT
WHO IS INTERESTED IN CRICKET, FROM STRENGTH TO STRENGTH OUR WORLD IS CHANGING
AUSTRALIAN CRICKET? • New revised junior formats for children to inspire a lifelong • Rapidly changing media landscape and shrinking
involvement in cricket. attention spans.
• Grew attendance to the men’s Big Bash League significantly • Better facilities and support needed for grassroots
3 5
OUT
OF 80% and launched the women’s Big Bash League.
• Through cricket, women can pursue a fully professional
cricket communities and volunteers.
• New sporting powers emerging, led by China and
sporting career in our game. other nations.
AUSTRALIANS UNDER 30 80% 56% • Implemented independent governance and a new • Greater fusion of sports and entertainment, with
financial model for Australia cricket. live sport gaining more traction.
• Unified Australian Cricket through the • Fans increasingly expecting personalised experiences.
Australia’s most popular mobile One Team transformation.
sports game 4 million downloads
Cricket Network (all CA digital platforms combined)
is the No.1 digital sports destination across summer,
and No.1 cricket destination year-round in Australia.
ON-FIELD ACHIEVEMENTS
SPORT AND ENTERTAINMENT ARE CHANGING
TV audiences want to watch
LIVE! what they want, when they
want… except for sport.
They want to watch sport live!
Won Men’s Ashes Won ICC Men’s
in 2014 (5-0) World Cup in 2015
Video games have become bigger
than sports for participation
ESPORTS Esports are challenging sports for fans
Won ICC Won T20 Regained People are more time-constrained
Women’s World Women’s World Women’s Ashes
Cup in 2013 Cup 2014 in 2015
Gen Z (8 – early 20s) want to
WOMEN’S TEAM NO.1 IN ALL THREE FORMATS GEN Z interact with the content – not
just watch, share it or comment
4 5
TO MEET THE DEMANDS DEVELOPING OUR
OF THE FUTURE… STRATEGY TOGETHER
Our strategy needs to be grounded in COLLABORATION
GIVING THE BEST POSSIBLE EXPERIENCE A true collaborative effort by hundreds of people over
TO OUR FANS, PARTICIPANTS, the last 12 months to develop Australian Cricket’s new
five-year strategy.
VOLUNTEERS AND PLAYERS
WE WANT TO BE VISIONARY, Every person made a valuable
FLEXIBLE AND COLLABORATIVE contribution to how we are
while continuing to respect going to set ourselves up
the tradition of cricket for a successful future.
WE WANT TO BE A LEADER
IN EMBRACING DIVERSITY
In particular, being the sport
of choice for women and girls
OVER WE RAN
We want to have a 8,000 FANS 26 WORKSHOPS WITH
DEEPLY ENGAGED WORKFORCE WERE SURVEYED 400 EMPLOYEES
and asked a series of across Australian Cricket –
questions about their vision Cricket Australia and the state
for the future of cricket and territory associations
WE WANT THE WORLD T20 TO BE
THE BIGGEST CRICKET EVENT EVER MORE THAN OVER OVER
including a full house for 600 EMPLOYEES 200 PEOPLE 50 EMPLOYEES
the women’s final 8,000 FANS CAME TOGETHER IN 7 WORKING GROUPS
current and past players, listened to experts, and further developed our
and coaches contributed to each other at the Australian aspirations and activities to
developing the five year strategy Cricket Conference 2016 complete the new strategy
6 7
AUSTRALIAN CRICKET STRATEGY HOW WE PLAY
Be real, smash the boundaries,
make every ball count,
2017-2022 stronger together
OUR PURPOSE OUR VISION
To inspire everyone Australia’s Favourite Sport
to love cricket – a Sport for all Australians
PARTICIPANTS ELITE PLAYERS
FANS AND VOLUNTEERS AND TEAMS
No.1 for fans No. 1 for participation No. 1 in all formats
We will give fans We will create the best We will deliver the best
what they want and participation experiences High Performance
grow the Big Bash to grow junior cricket system for players
We will be the leading sport for women and girls
We will promote cricket to inspire love for the game
We will use technology to deliver great experiences for fans, participants and volunteers
We will maximise long-term sustainable revenue to drive investment in the game
WE WILL SUPPORT OUR STRATEGY BY:
Transforming how we Attracting and Using the World T20 in 2020 as
lead, serve and unite the developing great a springboard for cricket before,
cricket community people during and after the event
8 9
DRIVING TO THE NEXT
LEVEL – STEP BY STEP REACHING THE
NEXT LEVEL
IGNITING THE COUNTRY HOME ASHES REINFORCE
WITH CRICKET EVERYONE’S LOVE FOR
CRICKET AHEAD OF
AN IMPENDING NEW
STRATEGIC DIRECTION
ENTERING NEW MEN’S WORLD T20 IS FOR CRICKET
HORIZONS THE BIGGEST CRICKET
EVENT EVER AND IS
A SPRINGBOARD FOR
INCREASING OUR SUCCESS HOME
GRASSROOTS CRICKET
AND THE BIG BASH FY22
MOMENTUM AND AWAY IN WORLD
EVENTS AND THE ASHES
INSPIRES MILLIONS TO
FY21
• Home Ashes Series.
SETTING UP LOVE THE GAME • Half of the GMD field force
are women.
THEME FOR SUCCESS
LIVE THE • All States and Territories have
NEW STRATEGY elite facilities.
FY20
• Men’s World T20 in Australia.
• The Women’s Big Bash League is
• Both Big Bash competitions
the leading women’s league in
experience rapidly growing
ALIGN OUR viewership and attendance.
the world.
ACTIVITIES TO THE • Overwhelming demand from
NEW STRATEGY
FY19
• Junior pathway is
AGENDA fully integrated.
kids to play cricket in light
of the World T20.
• Away Ashes series.
• Junior cricketers in all
competitions are playing
FY18
• New funding agreements in
revised formats.
place for States and Territories.
• Women’s World T20
• Increased resourcing for
in Australia.
grassroots cricket.
• Use data to provide personalised
• Embed the new strategy
digital experiences for the
and ‘how we play’ across
cricket community.
Australian Cricket.
• Women’s World T20 in
ACTIVITIES • Gender pay equity achieved for
West Indies.
the first time in World Cricket.
• Deliver a successful expanded
men’s Big Bash League.
• Launch new and innovative
grassroots apps.
• Key media rights and
commercial deals are finalised.
10 11
AUSTRALIAN CRICKET WILL…
BE NO.1 FOR BE NO.1 FOR BE NO.1 IN ALL
FANS PARTICIPATION ELITE FORMATS
GIVE FANS WHAT THEY WANT AND CREATE THE BEST PARTICIPATION DELIVER THE BEST HIGH- BE THE LEADING SPORT FOR
GROW THE BIG BASH EXPERIENCES TO GROW JUNIOR CRICKET PERFORMANCE SYSTEM FOR PLAYERS WOMEN AND GIRLS
• Schedule compelling cricket when fans want to watch • Cricket is in every school, is a trusted partner of the • Prepare adaptable, resilient and competitive male and • Achieve gender equity across Australian Cricket.
it (from October to March), offering formats for all fans, education sector, and inspires every child to have a female elite players and teams. • Accelerate opportunities for women in all areas and levels
including Test cricket, ODIs, T20Is and Big Bash. lifelong love of cricket. • Transform into the best high-performance model in of our game.
• Grow the Big Bash with more games and globally • Play fun formats in quality facilities that excite and delight Australian sport, with ground-breaking use of technology. • Grow female participation sustainably, and make sure
recognised brands. children at all levels. • Develop the leading talent pathway with a paradigm shift women and girls find cricket clubs welcoming and
• Continue to develop the WBBL so it is the leading women’s • Make every club a fun and safe place for children. in alignment to the T20 format. enjoyable places to be.
league in the world. • Grassroots cricket welcomes people of all cultures • Entice and retain talented athletes at every level. • Be a viable professional career for female talented
• Develop stronger domestic competitions that prepare and backgrounds, reflecting the diversity of the • Our people will be the best in Australian sport – players, athletes, who will be supported by an expansive and
players for the challenges of international and Australian population. officials, coaches, curators and all involved in the game. structured pathway.
Big Bash competitions. • Better support schools, clubs, associations and volunteers. • Grow women’s elite cricket, with the World T20 the
• Innovatively develop and maximise the use of elite
• Provide fan-friendly content into overseas growth markets. • Grow the number of Australians who feel connected with training and playing facilities across Australian Cricket, and largest women’s sports event seen in Australia,
• Collaborate with the ICC to ensure that every men’s and and passionately support the Big Bash clubs and prioritise player safety and wellbeing. while remaining number one in all formats.
women’s international game means more to fans, Australian teams. • Deepen cricket’s fan base by entertaining
and increase the quality and sustainability of women and girls, including through the
international cricket. BBL and international men’s cricket.
12 13
AUSTRALIAN CRICKET WILL…
BE NO.1 FOR BE NO.1 FOR BE NO.1 IN ALL
FANS PARTICIPATION ELITE FORMATS
PROMOTE CRICKET BETTER TO USE TECHNOLOGY TO DELIVER MAXIMISE LONG-TERM SUSTAINABLE
INSPIRE EVERYONE’S LOVE GREAT EXPERIENCES FOR FANS, REVENUE TO DRIVE INVESTMENT IN
FOR THE GAME PARTICIPANTS AND VOLUNTEERS THE GAME
• Cricket has a modern, positive and progressive voice in • Seamless and engaging technology is available throughout • Significantly grow media, digital and commercial revenue
Australian sport and around the world. the community, allowing cricket to be played anywhere, and develop more socially responsible partnerships.
• Storytelling makes cricket the highest profile and preferred any time, by anyone. • Increase revenue from international markets through
sport for children, parents and grassroots communities. • Tailor and deliver exciting digital experiences across all innovative content, new partnerships and by reaching
• Our stories are relevant for women and girls, reflecting a customer touchpoints. more of the global cricket family.
gender equal sport. • Develop the number one cricket digital network • Unlock the rapidly growing commercial markets for
• Cricket has the most inclusive and compelling stories, in the world. women’s cricket.
making our elite players the most recognised and • Deliver enhanced at-match experiences that are • Create the strongest partnerships with government to
respected Australian athletes. personalised to customers’ needs, driving higher maximise federal, state and local government investment
• Australian Cricket has a clear identity that connects and engagement and increased attendance. in the cricket community.
inspires employees, who are empowered and harnessed as • Transform match viewing to deliver highly engaging, • Expand our operations to strategically create new long-
sport’s best storytellers. customised experiences wherever our fans are. term revenue streams in sport and entertainment.
• Cricket has the best digital sports games in Australia that
attract new cricket fans and drive deeper engagement
with existing fans.
14 15
HOW WE PLAY What we aspire to achieve is one thing, but how we
play to achieve it, is equally important.
Over 400 people
across Australian
Cricket collaboratively
developed a shared set
of behaviours for all
of us to live by.
As part of Australian Cricket, we commit
to being real, smashing the boundaries,
making every ball count and being
stronger together.
How We Play will inspire everyone to love
cricket and become Australia’s favourite
sport – a sport for all Australians.
16 17OUR FUTURE
By Achieving our aspirations…
PARTICIPANTS
ARE EXCITED AND INSPIRED TO KEEP
LEARNING AND PLAYING THE GAME
WOMEN AND GIRLS FANS ELITE PLAYERS
LOVE CRICKET AS MUCH ARE THRILLED, ENJOYING FEEL AT THE TOP OF THEIR GAME
AS MEN AND BOYS MORE CRICKET THE WAY WITH THE BEST HIGH-PERFORMANCE
THEY WANT TO WATCH IT SYSTEM IN WORLD CRICKET
VOLUNTEERS EMPLOYEES
FEEL VALUED AND SUPPORTED LOVE WHAT THEY DO AND
BETTER THAN EVER BEFORE THEIR ROLE IN OUR SPORT
18 19INSPIRE EVERYONE
TO LOVE CRICKET
AUSTRALIA’S
FAVOURITE SPORT,
AND A SPORT FOR
ALL AUSTRALIANS
20You can also read
