NATIONAL FEMALE CRICKET STRATEGY - FOR GAME AND MARKET DEVELOPMENT 2014/15-2017/18 - Cricket Australia
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NATIONAL FEMALE
CRICKET STRATEGY
FOR GAME AND MARKET DEVELOPMENT
2014/15-2017/18
www.playcricket.com.au/a-sport-for-all
CONTENTS
A GAME FOR EVERYONE
Cricket is not only a great game it is also a force for social change. Cricket helps build
FOREWORD BY JAMES SUTHERLAND, CRICKET AUSTRALIA CEO1
character and produce fine people. It builds friendships, develops team work and creates
INTRODUCTION2 a sense of belonging. It embeds the ethos of a healthy lifestyle and what it means to
STRATEGY LOGIC4 have fun. Significantly, it breaks down barriers, helps bring communities together and
NATIONAL FEMALE CRICKET STRATEGY 6 unites a nation.
PARTICIPATION PROGRAMS 8 Australian Cricket is proud of what our game can offer to everyone. With this pride comes
MILO IN2CRICKET SKILLS 10 an important understanding of our obligation to ensure our game touches the lives of all
Australians. We are committed to delivering on this. Our commitment stretches to all
MILO T20 BLAST SCHOOL CUP 12
sections of our society, including girls and women. Cricket Australia’s latest national census
MILO IN2CRICKET 14 results show that female participation increased to 22% of total partcipation in 2013/14,
MILO T20 BLAST 16 with the number of females playing cricket having more than doubled in the last four
GIRLS COMPETITIONS 18 years. However, with females representing more than 50% of our population, Australian
Cricket recognises that there is more that we can do to increase our female engagement.
CLUB CRICKET 20
INDOOR CRICKET COMPETITIONS 22 Cricket Australia and the States and Territories have developed the National Female
Cricket Strategy to increase female engagement. It is a bold strategy with a strong focus
INDOOR CRICKET SUPER LEAGUES 24
on grassroots access and opportunities for everyone to be part of the game; from
RESOURCES 26 participation programs to membership of a KFC T20 Big Bash League team. Ultimately,
A SPORT FOR ALL RESOURCE 28 growth in female cricket at a community level, will ensure more female fans and the
ICC CRICKET WORLD CUP 2015 30 continued success of the national women’s team, the Commonwealth Bank Southern
Stars. Through their recent achievements they have encouraged many females all over the
KFC T20 BIG BASH LEAGUE (BBL) 32
country to pick up a bat or a ball and give cricket a go.
NATIONAL DIVERSITY CONFERENCE 34
This strategy is an important milestone which will see Australian Cricket substantially
NATIONAL EQUIPMENT DRIVE 36
increase its engagement with females, in particular girls at a community level and in turn
COMMUNITY ACTIVATIONS 38 ensure that we are Australia’s favourite sport - a sport for all.
SCHOOL AMBASSADORS 40
I am proud to endorse and share with you the National Female Cricket Strategy for Game
CLUB AMBASSADORS 42 and Market Development on behalf of the Australian Cricket family.
COMMUNITY AMBASSADORS 44
FEMALE INCRICKET DEVELOPMENT PROGRAM 46 James Sutherland
Cricket Australia CEO
CONTACT US BACK COVER
Cricket Australia would like to pay our respects to the
Indigenous people of Australia, past and present, who have
contributed to this land we all call home – Australia. We also
acknowledge the wonderful contribution our Indigenous
coaches, officials, players, umpires and volunteers have made
to the game of cricket.
1
INTRODUCTION
As part of Cricket’s vision to be Australia’s favourite sport – a sport for all the
National Female Cricket Strategy for Game and Market Development
has been developed to grow female participation at all levels of
cricket. The strategy also embeds female involvement in the sport
across coaches, umpires, administrators and officials.
To achieve this, a comprehensive offering of participation programs and female-only
activities feature in this strategy. These programs have been developed based on the
principle of inclusion and they are supported by a series of organisation-wide initiatives.
The participation pathway outlined in this strategy seeks to inspire the next
generation of female cricketers through MILO entry-level programs in schools and
the community. A fun and inclusive introductory experience will lead to
sustainable participation in clubs and indoor cricket centres, which will feed in to
State based talent programs.
Supporting the programs is a series of organisation-wide initiatives; resources
include the A Sport For All resource, the Females In Cricket Development
Program and Community Ambassadors.
The Females in Cricket Development Program is a key resource and will
deliver professional development opportunities for girls and women to
maximise their retention across the sport. Targeting an increase in the
number of coaches and umpires, as well as offering leadership and
networking activities, the program will drive female involvement in
all aspects of cricket participation.
The implementation of these resources aims to drive organisational
and cultural change leading to increased access, choice and
opportunities for all females in cricket.
Andrew Ingleton
Executive General Manager
Game and Market Development
Sam Almaliki
Senior Manager Community Engagement
2 3
STRATEGY LOGIC
AGE
u 5-18 years
u 18 years +
MARKETING & (Workforce) CUSTOMERS
COMMUNICATIONS u Parents
u Customised Branding u Cricket Workforce
and Collateral
AMBASSADORS
PROGRAM GEOGRAPHY
u National,
u School
Metropolitan and Existing
u Club
Regional Hubs
u Community
EDUCATION
& TRAINING GROWTH
u Diversity and inclusion
MARKETS
u Multicultural
training for Cricket's entire
u Indigenous
workforce through the
PATHWAY u All Abilities
A Sport For All
resource u Participation in
MILO entry-level programs
FAN
and female specific programs DEVELOPMENT
u Link to KFC T20 BBL
u Transition to club
cricket and link to and future female BBL
high performance
4 5
NATIONAL FEMALE
CRICKET STRATEGY
FOR GAME AND MARKET DEVELOPMENT
2014/15-2017/18
KEY OBJECTIVES
To grow participation through schools, entry level programs, clubs and modified programs by increasing access to
the game.
To create future female role models across players, coaches, umpires, administrators and officials.
VISION PURPOSE OUTCOME
To be Australia’s favourite sport Cricket’s purpose is to By 2017/18 390,465 female participants in
- a Sport For All Australians. unite and inspire Australia. Australia’s favourite sport.
GEOGRAPHIC TARGETS *PARTICIPANTS
PATHWAY PROGRAM CHANNEL RESPONSIBILITY
FOCUS 2014/15 2015/16 2016/17 2017/18
MILO in2CRICKET Skills Primary Schools National 142,760 152,199 161,776 171,376 State and Territory (Game & Market Development RCMs)
MILO T20 Blast Primary School Cup Primary Schools National 72,533 90,803 99,942 117,375 State and Territory (Game & Market Development RCMs)
MILO T20 Blast Secondary School Cup Secondary Schools Metropolitan and Existing Regional Hubs 4,773 15,592 24,060 32,697 State and Territory (Game & Market Development RCMs)
MILO in2CRICKET Clubs/Associations/Private Providers National 5,720 7,781 10,082 12,309 State and Territory (Game & Market Development RCMs)
MILO T20 Blast Clubs/Associations/Private Providers National 1,072 2,200 4,030 6,218 State and Territory (Game & Market Development RCMs)
PARTICIPATION
MILO T20 Blast Girls Clubs/Associations Metropolitan and Existing Regional Hubs 1,600 2,410 2,835 3,072 State and Territory (Game & Market Development RCMs)
Girls Competitions Club/Associations/ States and Territories Metropolitan and Existing Regional Hubs 1,280 1,507 1,814 2,063 State and Territory (Game & Market Development RCMs)
Club Cricket Clubs/Associations National 16,250 16,783 17,958 19,181 State and Territory (Game & Market Development RCMs)
Indoor Cricket Indoor Cricket Centres/Private Providers National 12,315 15,430 18,806 24,494 State and Territory (Game & Market Development RCMs)
Indoor Cricket Super Leagues Indoor Cricket Centres/Private Providers Metropolitan and Existing Regional Hubs 240 640 1,120 1,680 State and Territory (Game & Market Development RCMs)
TOTAL PARTICIPANTS 259,635 305,345 342,423 390,465
Females in
National
A Sport For All ICC Cricket World KFC T20 National Community School Club Community Cricket
RESOURCES Resource Cup 2015 Big Bash League
Diversity
Equipment Drive Activations Ambassadors Ambassadors Ambassadors Development
Conference
Program
Female Tailored Program
TOOLS Regional Delivery Plans MyCricket Female Data Female Cricket Audit theCROWD Collateral, Branding Research PlayCricket
& Marketing
6 7
PARTICIPATION
PROGRAMS
8 9
PARTICIPATION PATHWAY
MILO in2CRICKET
PROGRAM PROFILE
SKILLS
WHAT
A MILO in2CRICKET Skills program runs over four weeks in schools with a set
curriculum e.g Week 1: Fielding, Week 2: Bowling, Week 3: Batting and Week 4:
Modified Games.
WHY
MILO in2CRICKET Skills provides students with an introduction to cricket.
WHERE
Delivered in co-ed and girls-only schools.
WHEN
Based on State and Territory cricket calendars. This will lead into
a MILO in2CRICKET and/or MILO T20 Blast Centre.
WHO
Cricket field force (School Ambassadors, Community Ambassadors and casual
staff including Cricket Australia Sport Development Program students (CA SDP)).
HOW
Customise operational, promotional and administrative material.
School bookings are coordinated by the appropriate person in the region.
Recruit School Ambassadors and Cricket Australia Sport Development
Program students (CA SDP) as key drivers for the program.
Provide each Coordinator with a kit bag of equipment.
RESOURCES
Tailored operational manual, promotional and administrative material.
Kit bag with equipment for each Coordinator.
2014/15 142,760 PARTICIPANTS*
2015/16 152,199 PARTICIPANTS**
* National target for MILO in2CRICKET 2016/17 161,776 PARTICIPANTS**
Skills is 285,580. It is assumed 50% of
participants are female. The target includes
the Sport in Schools program. 2017/18 171,376 PARTICIPANTS**
** Incremental targets based on national
growth and 50% female participation. 0 30K 60K 90K 120K 150K 180K
10 11
PARTICIPATION PATHWAY
MILO T20 BLAST
PRIMARY AND
SECONDARY
PROGRAM PROFILE
SCHOOL CUPS
WHAT
MILO T20 Blast gives girls and boys the opportunity to play fun games of cricket in an active and social setting. The structure
of the MILO T20 Blast program ensures everybody gets to bat, bowl and field. Kids play modified games of twenty20 cricket
using customised equipment including a soft ball.
Delivered by accredited coaches with games lasting up to 90 minutes, kids make new friends, it’s fast fun and always active.
There is a festival like atmosphere which includes music and dancing.
The school cup is a primary and secondary school competition where schools converge on one
venue to play games of MILO T20 Blast. There is an overall winner on the day who progresses
to the next stage of the competition e.g District, Regional, State. In primary school,
participation is through mixed or single sex teams. For secondary schools there is a girls
only competition providing the option for girls to play against others of a similar age.
WHY
To provide students with an opportunity to sample cricket and further develop
their skills.
WHERE
To be delivered at central venues close to schools.
WHEN
Based on State and Territory cricket calenders. Scheduled to lead into club cricket
programs, MILO T20 Blast centres and/or Recreational and Indoor Cricket.
WHO
Regional Cricket Managers (RCMs) with the support of Cricket field force
(School Ambassadors, Community Ambassadors and casual staff, including
Cricket Australia Sport Development Program (CA SDP) students).
HOW
Customise operational, promotional and administrative material.
School bookings are coordinated by relevant person in region.
Recruit School Ambassadors as key drivers for this program. PRIMARY SCHOOL CUP SECONDARY SCHOOL CUP
Provide each Coordinator with a kit bag of equipment. 2014/15 72,533 PARTICIPANTS** 2014/15 4,773 PARTICIPANTS*
RESOURCES
2015/16 90,803 PARTICIPANTS** 2015/16 15,592 PARTICIPANTS*
Tailored operational manual, promotional and administrative material.
Kit bag with equipment for each Coordinator. 2016/17 99,942 PARTICIPANTS** 2016/17 24,060 PARTICIPANTS*
2017/18 117,375 PARTICIPANTS** 2017/18 32,697 PARTICIPANTS*
0 20K 40K 60K 80K 100K 120K 0 10K 20K 30K 40K
National target for 2014/15 is total participants of 181,334.
* Initial target is 50% female participation of
** Initial target is 60:40 male female split of national target national target for Secondary School Cup.
for Primary School Cup leading to 50:50 split through
incremental growth.
12 13
PARTICIPATION PATHWAY
MILO in2CRICKET
PROGRAM PROFILE
WHAT
MILO in2CRICKET introduces
girls and boys to Australia’s
favourite sport. It’s great fun, safe and
teaches basic skills to help kids learn to play
just like their Australian cricket heroes.
The program runs over 8 weeks, develops fundamental
movement skills, uses modified equipment and is delivered by
accredited coordinators in 60-90 minute weekly sessions.
WHY
MILO in2CRICKET provides participants with an opportunity to sample
cricket and further develop their skills.
WHERE
To be delivered at cricket clubs and community centres. Integrated boys and girls
centres with some girls only centres to provide a choice for participants/parents.
WHEN
Based on State and Territory cricket calenders. Scheduled to lead into MILO
T20 Blast programs.
WHO
Cricket Club volunteers .and the Cricket field force (School Ambassadors, Community
Ambassadors, casual staff, private providers and Cricket Australia Sport Development
Program (CA SDP) students).
HOW
Customise operational, promotional, administrative material and packs.
Recruitment via MILO in2CRICKET Skills programs, school clinics, localised club/
private provider marketing material.
Establish clubs and private providers as key drivers of this program.
RESOURCES 2014/15 5,720 PARTICIPANTS*
Tailored operational manual, promotional and administrative material.
2015/16 7,781 PARTICIPANTS**
* National target is 40,832. 2016/17 10,082 PARTICIPANTS**
Current female participation rate is
12.8% of national target.
2017/18 12,309 PARTICIPANTS**
** Projected 34% growth on national
target 2014/15 – 2017/18, with
25% female participation by 2017/18. 0 2,500 5,000 7,500 10,000 12,500 15,000
14 15
PARTICIPATION PATHWAY
MILO T20
PROGRAM PROFILE
BLAST
WHAT
MILO T20 Blast gives girls and boys the opportunity to play fun games of
cricket in an active and social setting.
The structure of the MILO T20 Blast program ensures everybody gets to bat, bowl and
field. Kids play modified games of twenty20 cricket using customised equipment
including a soft ball. Delivered by accredited coaches with games lasting up to 90
minutes, kids make new friends, it’s fast fun and always active. There is a festival like
atmosphere which includes music and dancing.
WHY
MILO T20 Blast provides participants with an opportunity to sample cricket in a
modified match environment and further develop their skills.
WHERE
To be delivered by Association or community run centres. To provide choice for
participants and parents there are mixed centres as well as girls only centres.
WHEN
Based on State and Territory cricket cricket calenders and scheduled to lead into Club
Cricket, Girls Only Competitions, Recreational or Indoor Cricket.
WHO
Cricket field force (School Ambassadors, Community Ambassadors, casual staff, private
providers and Cricket Australia Sport Development Program (CA SDP) students).
HOW
Customise operational, promotional, administrative material and packs.
Recruit via MILO in2CRICKET Skills, MILO in2CRICKET, MILO T20 Blast School
Cup Programs and localised private provider marketing material.
Establish Associations and private providers as key drivers for this program.
Centre Coordinator to oversee administration and logistics of centre.
MILO T20 BLAST GIRLS ONLY MILO T20 BLAST
RESOURCES 2014/15 1,600 PARTICIPANTS* 2014/15 1,072 PARTICIPANTS**
Tailored operational manual, promotional and administrative material.
2015/16 2,410 PARTICIPANTS* 2015/16 2,200 PARTICIPANTS**
2016/17 2,835 PARTICIPANTS* 2016/17 4,030 PARTICIPANTS**
2017/18 3,072 PARTICIPANTS* 2017/18 6,218 PARTICIPANTS**
0 500 1,000 1,500 2,000 2,500 3,000 0 1,000 2,000 3,000 4,000 5,000 6,000
MILO T20 Blast Girls Only participant target is in National target is 12,340. Current female
addition to MILO T20 Blast particpation target. participation is 8.5% of the national target.
Current participation is 300. ** Incremental targets based on growth to 15%
* Incremental targets based on 80% growth over four female participation by 2017/18.
16 17
seasons to 2017/18.PARTICIPATION PATHWAY
GIRLS COMPETITIONS
PROGRAM PROFILE
WHAT
Female-only competitions targeted at Under-13, Under-15 and Under-18 age groups
with focus on participation and fun.
WHY
To provide further opportunities for female cricketers to participate in cricket against
other females of a similar age and standard.
WHERE
At local cricket clubs throughout the country.
WHEN
Based on State and Territory Cricket calenders. Scheduled to lead into Club Cricket,
Indoor Cricket and Social Cricket.
WHO
Run by local Cricket Association, State and Territory Association, private
provider, with cricket clubs entering their own individual teams.
HOW
Provide organisers with support in the planning and execution of
competitions through State and Territory representatives.
RESOURCES
Tailored promotional and administrative material.
Local seed funding to States and Territories to support
development and implementation.
2014/15 1,280 PARTICIPANTS*
2015/16 1,507 PARTICIPANTS*
2016/17 1,814 PARTICIPANTS*
Current participation is 1,200. 2017/18 2,036 PARTICIPANTS*
* Incremental targets based on total 69%
growth over four seasons to 2017/18. 0 500 1,000 1,500 2,000
18 19PARTICIPATION PATHWAY
CLUB CRICKET
PROGRAM PROFILE
WHAT HOW
Club cricket is what many often refer to as traditional community Provide A Sport For All resource to
cricket and played within an incorporated Association. Club cricket help make clubs more welcoming
provides opportunities for participants to further develop their cricket and inclusive.
skills in a structured, safe and enjoyable learning environment.
Customised promotional material as part
of the PlayCricket campaign.
WHY
Introduce the Five Star Club Mark
Club cricket is the cornerstone of the Australian Cricket Talent Pathway.
program.
WHERE Enhance cricket club facilities through
the National Community Facilities
Community cricket clubs within each local Cricket Association. Funding Scheme.
WHEN Improve the quality of player experience
through coach education and ‘Club
During the traditional cricket season in each State and Territory. Assist’ initiatives.
Recruit Club, School and Community
WHO
Ambassadors as key drivers for the A
Cricket Associations, community cricket club administrators, coaches, Sport For All resource.
volunteers and players.
RESOURCES
‘Club Assist’ resource/s.
Tailored promotional and administrative
material.
A Sport For All Club resource.
2014/15 16,250 PARTICIPANTS*
2015/16 16,783 PARTICIPANTS**
2016/17 17,958 PARTICIPANTS**
* National participation target is 345,367 for
all of club cricket. Current female
participation is 5% of the national target. 2017/18 19,181 PARTICIPANTS**
** Incremental targets based on 20% growth
from 2014/15 baseline. 0 5K 10K 15K 20K 25K
20 21PARTICIPATION PATHWAY
INDOOR CRICKET
COMPETITIONS
PROGRAM PROFILE
WHAT
A six week Indoor Cricket competition for both youth and open age participants with
a focus on participation. Competition is organised by Cricket Australia accredited
indoor centres.
WHY
To provide further opportunities for female cricketers to participate in cricket
and develop their skills, as well as providing a pathway to Female Super
Leagues (see over) and the National Indoor Cricket Championships.
WHERE
To be delivered in metropolitan regions in each capital city where there are
multiple accredited Cricket Australia Indoor Centres.
WHEN
Based on State and Territory cricket calendars.
WHO
Delivered by Indoor Cricket Centre Managers with support from the
Indoor State and Territory bodies, private providers and SEDA
students or equivalent.
HOW
Develop a promotional strategy for Female Super Leagues.
Establish Cricket Australia accredited indoor centres and/or
private providers as key drivers for this program.
Centre Coordinator to oversee administration and logistics of
the League.
RESOURCES
Customised promotional and
administrative material.
Customised kit 2014/15 12,315 PARTICIPANTS*
bags with
equipement for the
centre. 2015/16 15,430 PARTICIPANTS**
2016/17 18,806 PARTICIPANTS**
* National participation target is 175,929 for
all of indoor cricket. Current female
participation is 7% of the national target. 2017/18 24,494 PARTICIPANTS**
** Incremental targets based on growth to
12.5% female participation by 2017/18. 0 5K 10K 15K 20K 25K
22 23PARTICIPATION PATHWAY
INDOOR CRICKET
SUPER LEAGUES
PROGRAM PROFILE
WHAT
A six week indoor competition for female youth and open-age participants
organised by Cricket Australia accredited indoor centres. Super Leagues are the
next step on the pathway and towards selection for State teams.
WHY
To provide further opportunities for female cricketers to participate in
cricket and as a pathway to the National Indoor Cricket Championships.
WHERE
To be delivered in metropolitan regions in each capital city where
there are multiple accredited Cricket
Australia indoor centres.
WHEN
Based on State and Territory cricket calendars.
WHO
Delivered by Indoor Cricket Centre Managers with support
from the Indoor State and Territory bodies, private providers and Cricket
Australia Sport Development Program students (CA SDP).
HOW
Develop a promotional strategy for Female Indoor Cricket.
Establish Cricket Australia accredited indoor centres and/or private
providers as key drivers for this program.
Centre Coordinator to oversee administration and logistics of the League.
RESOURCES
Customised promotional and administrative material.
Customised kit bags for the centre.
2014/15 240 PARTICIPANTS*
2015/16 640 PARTICIPANTS**
* Indoor cricket super leagues comprising of
six new female only competitions with at 2016/17 1,120 PARTICIPANTS**
least four teams in each competition
(minimum of four week duration).
2017/18 1,680 PARTICIPANTS**
** Incremental targets based on increase of
competitions, by 10, 12 and 14 along with
retention of players from previous season. 0 500 1,000 1,500 2,000
24 25RESOURCES 26 27
RESOURCES
A SPORT FOR ALL
RESOURCE
OBJECTIVE OUTCOMES
For Australian Cricket to be a more welcoming and 3,750 Club Ambassadors by 2017/18 entrenching
inclusive sport for all Australians. diversity and inclusion in more than 90% of Australian
cricket clubs.
HOW
Delivery of A Sport For All diversity and inclusion
Develop A Sport For All resource. This resource will workshops to the Australian Cricket workforce
include a include a diversity and inclusion textual (paid and non-paid) cover cricket’s 75 regions.
guide to inclusive engagement as well as case studies Female, Multicultural, Indigenous and Disability
and situational scenarios. The resource will cover all communities better reflected in Australian Cricket as
areas of cricket including indoor centres, clubs and fans, players volunteers, coaches and umpires.
schools. It will provide guidance for engagement of
An informed education and training framework in
diverse communities and the spirit of cricket.
place across Australian Cricket to achieve sustained
Delivery of A Sport For All diversity and inclusion participation in women’s cricket at the elite level.
training seminars to the Australian Cricket workforce
By 2016 all elite Australian cricketers, male and female
(paid and non-paid) cover cricket’s 75 regions.
will have taken part in diversity training.
Recruitment and training of Club Ambassadors as
educators within in their clubs (phased process over
four years to reach 3,750 across Australia by 2018. TIMELINES
Delivery of A Sport For All resource presentations by 2014/15 Program rollout.
Club Ambassadors to volunteers at their club. 2015/16 First round of program
delivery complete.
Integration of A Sport For All resource content into all of
Cricket Australia’s educational and in-services training,
RESOURCES
including MILO in2CRICKET and MILO T20 Blast
coordinator training (230 per annum Australia wide). A Sport For All resource.
Work with Deakin University and the Australian Club Ambassadors.
Cricketers Association on a high level research project
about the professionalism of the women’s game.
Through research gain a greater understanding of how
professional identity is interpreted and practiced across
the different layers of engagement across the industry.
28 29RESOURCES
ICC CRICKET WORLD CUP 2015
OBJECTIVE OUTCOMES
To inspire passion and participation in a celebration of Help to position cricket as Australia’s favorite sport
cricket that will bring lasting benefits to the game locally – A Sport For All Australians by reaching and
and internationally. engaging fans.
Strengthen opportunities for children, families and
HOW multicultural communities to participate in cricket
programs and social cricket events.
Recruit 2,000 skilled volunteers across Australia to
support the delivery of the ICC Cricket World Cup 2015. Support the development of new skills, networks
and experiences for cricket staff and volunteers.
Attract high quality Indigenous and multicultural Net
Bowlers for the Tournament. Leverage funding (cash and in-kind) from government
and others to grow and diversify community cricket
Promote a celebration of world cricket to more than
participation.
250,000 people through involvement with large-scale
community festivals, events and carnivals. Establish/strengthen partnerships between
government, multicultural communities, media
Help to create a cricket culture in up to 4,000
and corporate, amongst others.
Australian schools through the development of a new
cricket curriculum.
Assist up to 1,000 Australian primary schools to
TIMELINES
develop a deeper appreciation and understanding of January 2014 to March 2015.
the countries and cultures that make up the ICC
Cricket World Cup 2015. RESOURCES
Establish and develop partnerships with multicultural ICC Cricket World Cup 2015 Community
media agencies to increase the public profile of cricket Engagement Plan.
throughout multicultural communities.
Create brokerage opportunities to develop and/or
strengthen networks with multicultural communities.
30 Graham Denholm 2014 © IDI/Getty Images 31RESOURCES
KFC T20 BIG BASH LEAGUE (BBL)
OBJECTIVE
We want cricket to be a sport that all Australians enjoy regardless of their age, background, gender or ability. The KFC T20
Big Bash League (BBL) plays a part in this strategy and was created to appeal to kids, families and women as well as cricket
lovers – the objective of the BBL is to drive new fans and participants to the game of cricket. From a fan perspective the BBL
is easily accessible through simple rules, short games and a social festival like atmosphere.
With the potential for a Women’s BBL competition similar to the mens, more female players will have the opportunity to
play twenty20 in a vibrant domestic competition providing greater exposure for womens sport. The prospect of
the alignment of teams, double-headers alongside the men as well as
standalone fixtures, means BBL is the perfect vehicle to
demonstrate to the next generation of female
sportswomen that cricket, both to play and watch, is at
the forefront of Australian sport.
HOW
BBL Community Engagement Strategy/Matrix.
BBL Community Engagement Leaders.
Strategic Growth Market Funding.
BBL and Game & Market Development
Integration.
Community Rookie contracts.
Fan Development Plan.
Fan friendly BBL season scheduling.
Create an accessible, easy to consume
and entertaining sport for all Australians.
OUTCOMES
Attrract new and diverse fans to cricket through the BBL.
Build attendances and TV viewership.
Drive city-based rivalries.
Create the next generation of T20 players.
Build fan passion.
TIMELINES
Ongoing.
RESOURCES
BBL Community Engagement Strategy/Matrix.
Fan Engagement Plan.
32 33RESOURCES
NATIONAL DIVERSITY
CONFERENCE
OBJECTIVE
A leading National Diversity Conference that showcases best practice in
diversity and inclusion across Australian Cricket in conjunction with
commercial and community partners.
HOW
Organise an annual conference for key internal and external stakeholders.
OUTCOMES
Increase level of awareness and education of diversity and inclusion
in Australian Cricket.
The ongoing development of diversity and inclusion strategies and
programs in Australian Cricket to reflect industry best practice.
Australian Cricket is a leader on diversity and inclusion in sport.
TIMELINES
Rollout 2015/16 and then ongoing.
RESOURCES
Conference operational plan.
34 35RESOURCES
NATIONAL
EQUIPMENT DRIVE
OBJECTIVE TIMELINES
Ensure that cricket equipment is accessible to every child who wants to Roll out 2015/16 ongoing.
play cricket.
RESOURCES
HOW Communication plan.
Collect cricket equipment at major Australian cricket fixtures. Operations plan for the collection,
transportation and distribution
Storage and distribution through external partners.
of equipment.
Promote the program and establish an enquiry process.
OUTCOMES
Equipment is accessible to any child who wants to play the game in
particular those amongst the focus communities.
Sustainable program maximising the availability of equipment.
Reduce the financial barriers to playing cricket.
36 37RESOURCES
COMMUNITY
ACTIVATIONS
OBJECTIVE
Showcase cricket and build a database of potential
participants and fans in focus communities. Recognise
and celebrate key dates amongst the focus communities
e.g. Harmony Day, International Women’s Day, NAIDOC
Week, International Day of People with Disability and
Australia Day.
HOW
Coordinate attendance at key community carnivals,
festivals and conferences in conjunction with States
and Territories and local communities.
Incorporate a come and try activity into all
activations.
OUTCOMES
Develop relationships with key stakeholders in
the community.
Establish a database with prospective participants
and fans.
Raise awareness of the Australian Cricket brand
among focus communities.
TIMELINES
Roll out 2014/15 then ongoing.
RESOURCES
Data collection form.
Calendar of events.
38 39RESOURCES
SCHOOL AMBASSADORS
OBJECTIVE
To recruit 10,000 active School Ambassadors to drive cricket in
the school yard and assist in converting students to become
registered players and fans by 2016.
HOW
School Ambassador Incentive Scheme.
School Sport Australia (SSA) partnership.
Implement Gold, Silver, Bronze incentive scheme.
Implement a Participation Points Scheme.
OUTCOMES
10,000 active School Ambassadors.
Significant increase in the conversion rate of students to
registered players and fans.
Each Australian school to have a sustainable cricket culture.
TIMELINES
2014/15 Program rollout.
RESOURCES
School Ambassadors website including e-resources.
Customised collateral, branding and marketing
eg. newsletter templates, banners, posters, hype reels, etc.
Lesson plans.
40 41RESOURCES
CLUB AMBASSADORS
OBJECTIVE
Further engage community cricket clubs by providing resources, education and
communication through Club Ambassadors. Club Ambassadors will provide a
welcome point at community cricket clubs and assist in developing female cricket
opportunities at a local level.
HOW
Recruit club volunteers (phased process over four years to reach 3,750 across
Australia) as Club Ambassadors.
Provide education and training to all registered Club Ambassadors.
Establish an incentive based Club Ambassador program that rewards and
encourages take-up of Cricket Australia and State and Territory initiatives.
Promote of Cricket Australia resources, education programs and
support services through a Club Ambassador dedicated page on the
Club Assist website.
OUTCOMES
3,750 Club Ambassadors by 2017/18.
Every community club with an Ambassador has signed up to the Five
Star Club Mark Program.
All Club Ambassadors will be trained to deliver the A Sport For All
program to volunteers.
Have a direct point of contact with community clubs that enables the
flow of information from the governing bodies to grassroots cricket.
TIMELINES
2014/15 Program rollout.
2015/16 First round of program delivery complete.
RESOURCES
Kits for Club Ambassadors which includes position description.
Presentation and training – How to Guide.
Marketing and merchandise material.
42 43RESOURCES
COMMUNITY
AMBASSADORS
OBJECTIVE TIMELINES
The aim of the Cricket Australia Community Ambassador Program is to 2014/15 Program rollout.
ensure that cricket has a meaningful presence within Australian
communities. The Community Ambassador will be an integral part of RESOURCES
promoting cricket within the four focus communities.
Customised collateral, branding and
marketing, e.g newsletter templates,
HOW posters and flyers.
Build a database of key stakeholders. Community Ambassador
training program.
Deliver cricket related activities and events.
Community Ambassador
Represent Australian cricket at community festivals.
incentive scheme.
Transition teams into Cricket Australia structured club cricket
and increase number of participants (players, coaches, referees
and volunteers).
Distribute National and State communication to increase aware of
cricket and community based initiatives.
Promote events in community media.
Promotion of Cricket Australia resources, education programs and
support services.
Collaborate with Regional Cricket Managers to engage with the four
focus communities.
Implement a gold, silver, bronze incentive scheme.
OUTCOMES
500 Community Ambassadors by 2017/18.
Network of well informed Ambassadors to promote Australian
cricket within the four focused communities.
Well-developed network of Ambassadors capable of delivering
cricket related activities and events.
44 45RESOURCES
FEMALES IN CRICKET
DEVELOPMENT PROGRAM
OBJECTIVE OUTCOMES RESOURCES
To recruit and retain female BY 2017/18 20% of Community Operational plan for States and
administrators, coaches, umpires Coaches (Level 1) are female. Territories to subsidise female
and scorers. attendance at Community
By 2017/18 7% of
Coach Courses (Level 1) and to
HOW Representative Coaches (Level 2)
run female only coach courses.
are female.
Provide subsidised Community Operational plan for States and
By 2017/18 15% of Umpires
Coach (Level 1) & Representative Territories to subsidise female
in each State and Territory
Coach (Level 2) course places attendance at a Representative
are female.
and female only coaching Coach course (Level 2).
courses. By 2017/18 1,600 people have
participated in a leadership Operational plan for States and
Administrators leadership course Territories to hold professional
course (50 people per year
to run in each State and Territory. development sessions for Level
across eight States over four
Provide subsidised Umpire and years). Series of network events 1 Umpires.
Scorer courses for females. in place for females in cricket. Operational Plan for State and
Showcase examples of best Increase the number of females Territory based leadership
practice and personal stories of involved in cricket as program including marketing
female involvement in cricket. administrators, volunteers and materials.
committee members. Communication plan.
TIMELINES
2014/15 Program rollout.
46 4748
MORE INFORMATION WWW.PLAYCRICKET.COM.AU/A-SPORT-FOR-ALL CONTACT US SAM ALMALIKI JANE MOFFAT SENIOR MANAGER FEMALE CRICKET OFFICER COMMUNITY ENGAGEMENT Phone: +61 3 9653 9928 Phone: +61 3 9653 9920 Fax: +61 3 9653 8889 Mobile: +61 437 111 130 Email: sam.almaliki@cricket.com.au Email: jane.moffat@cricket.com.au
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