National Multicultural Cricket Strategy for Game and Market Development 2014/15-2017/18 2014/15-2017/18

CRICKET STRATEGY FOR GAME AND MARKET DEVELOPMENT MARKET AND GAME FOR STRATEGY NATIONAL CRICKET INDIGENOUS

NATIONAL MULTICULTURAL CRICKET STRATEGY FOR GAME AND MARKET DEVELOPMENT 2014/15-2017/18 2014/15-2017/18

www.playcricket.com.au/a-sport-for-all CONTENTS

A GAME FOR EVERYONE

FOREWORD 1 Cricket is not only a great game. It is also a force for social change. Cricket helps INTRODUCTION 2 build character and produce fine people. It creates friends and sustains lifelong STRATEGY LOGIC 4 friendships. It embeds the ethos of a healthy lifestyle and what it means to have fun. Significantly, it breaks down barriers and helps bring communities together NATIONAL MULTICULTURAL CRICKET STRATEGY FOR GAME AND MARKET DEVELOPMENT 6 and unites a nation. MULTICULTURAL PRIORITY REGIONS 8 PARTICIPATION PROGRAMS 10 Australian Cricket is proud of what our game can offer to everyone. With this pride comes an important understanding of our obligation to ensure our game MILO IN2CRICKET SKILLS 12 touches the lives of all Australians. We are committed to delivering on this. Our MILO IN2CRICKET 14 commitment stretches to all sections of our society including multicultural MILO IN2CRICKET (WINTER) 16 communities. With more than one in four Australians born overseas and 47 per MILO T20 BLAST 18 cent with parents born overseas, Australian Cricket recognises this as an area where we can make a difference engaging the cultural mosaic that is Australia. MILO T20 BLAST (WINTER) 20 MILO T20 BLAST SECONDARY SCHOOL PROGRAM 22 To drive this engagement, Cricket Australia and the States and Territories have CLUB CRICKET 24 developed this National Multicultural Cricket Strategy. It is a bold strategy with a strong focus on grassroots access and opportunities to be part of the game that is INDOOR CRICKET 26 for everyone. SUNDAY CRICKET 28 SOCIAL CRICKET 30 Our aim in developing this strategy and its programs is for cricket to be a force for positive social change in the community. As a result, cricket will be richer for HIGH PERFORMANCE PROGRAMS 32 reflecting our cultural diversity and will leave a legacy as a sport that helps unify SCHOLARSHIPS 34 and connect all Australians. RESOURCES 36 This is an important milestone which will see Australian Cricket significantly A SPORT FOR ALL RESOURCE 38 increase its engagement with multicultural communities, in particular young ICC CRICKET WORLD CUP 2015 40 people, and in turn ensure that we are Australia’s favourite sport – a sport for all. KFC T20 BIG BASH LEAGUE (BBL) 42 I am proud to endorse and share with you the National Multicultural Cricket NATIONAL DIVERSITY CONFERENCE 44 Strategy for Game and Market Development on behalf of the Australian NATIONAL EQUIPMENT DRIVE 46 Cricket family. COMMUNITY ACTIVATIONS 48 SCHOOL AMBASSADORS 50 James Sutherland CLUB AMBASSADORS 52 Cricket Australia CEO COMMUNITY AMBASSADORS 54 MULTICULTURAL FIELD-FORCE DEVELOPMENT PROGRAM 56 MULTICULTURAL MEDIA AND MARKETING STRATEGY 58 INTERNATIONAL CRICKET EXCHANGE 60 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 Multicultural Cricket Strategy for Game and Market Development has been developed to grow multicultural participation at all levels of cricket. Further, the strategy focuses on the creation of role models across players, coaches, umpires, administrators and officials.

To achieve this, a comprehensive offering of programs at both a participation and high performance level feature in this strategy. The development of these programs has been driven by the principles of inclusion and is supported by a series of organisation wide initiatives.

The participation pathway outlined in this strategy seeks to inspire the next generation of multicultural cricketers through MILO entry level programs in schools and the community. A fun and inclusive introductory experience will lead to sustainable participation in clubs, indoor cricket centres and in social cricket settings. Programs will be tailored to the needs of participants in both a mainstream and specialised setting (winter programs).

The high performance pathway within this strategy will ensure the continued engagement and progression of multicultural cricketers.

Supporting programs both in the participation and high performance pathways, are a series of organisation wide initiatives. Such resources include the A Sport For All resource, the Multicultural Field-Force Development Program, a Multicultural Media Strategy, Community Ambassadors, International Cricket Exchange and the National Equipment Drive. The implementation of these resources are aimed at driving organisational and cultural change. The resources are driven by the principles of inclusion that will lead to increased access, choice and opportunities for the multicultural community. Andrew Ingleton Executive General Manager Game and Market Development

Sam Almaliki Senior Manager Community Engagement

2 3 STRATEGY LOGIC

AGE u5-18 years u16-23 years MARKETING & (High Performance) CUSTOMERS COMMUNICATIONS uParents uSegment specific editorial uCricket Field Force and advertising strategies uNon-affiliated uCustomised Branding Cricket Competitions and Collateral

AMBASSADORS PROGRAM GEOGRAPHY uTop 50 regions uSchool by Multicultural uClub Population uCommunity

EDUCATION GROWTH & TRAINING MARKETS u Diversity and inclusion uFemale training for Cricket's entire uSouth Asian workforce through the uChinese A Sport For All uNew Migrants resource PATHWAY uParticipation in MILO FAN entry level programs and DEVELOPMENT non-traditional formats uLink to KFC T20 BBL uTransition to clubs and future female BBL and link to High Performance

4 5 NATIONAL MULTICULTURAL CRICKET STRATEGY FOR GAME AND MARKET DEVELOPMENT 2014/15-2017/18

KEY OBJECTIVES  To grow multicultural participation through schools, entry level programs, clubs and modified programs by increasing access to the game.  To create multicultural cricket role models across players, coaches, umpires, administrators and officials.

VISION PURPOSE OUTCOME To be Australia’s favourite sport Cricket’s purpose is to By 2017/18 315,170 participants were and/or have parents who - a sport for all Australians. unite and inspire Australia. were born overseas involved in 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 Top 50 Priority Regions 59,713 74,542 90,733 108,313 State and Territory (Game & Market Development RCMs)

MILO in2CRICKET Clubs/Associations/ Private provider Top 50 Priority Regions 10,193 13,009 17,341 28,396 State and Territory (Game & Market Development RCMs)

MILO in2CRICKET (Winter) Clubs/Associations/ Private provider Top 20 Priority Regions N/A 600 900 1,200 State and Territory (Game & Market Development RCMs)

MILO T20 Blast Clubs/Associations/ Private provider Top 50 Priority Regions 2,703 5,011 9,710 16,913 State and Territory (Game & Market Development RCMs)

MILO T20 Blast (Winter) Clubs/Associations/Private provider Top 20 Priority Regions N/A 320 640 960 State and Territory (Game & Market Development RCMs) PARTICIPATION MILO T20 Blast Secondary Schools Program Intensive English Centres Top 50 Priority Regions 1,599 1,676 1,810 1,955 State and Territory (Game & Market Development RCMs)

Club Cricket Clubs/Associations National 86,341 93,208 111,995 155,863 State and Territory (Game & Market Development RCMs)

Indoor Cricket Intensive English Centres Top 50 Priority Regions 360 480 600 720 State and Territory (Game & Market Development RCMs)

Sunday Cricket Community Top 50 Regions N/A 480 720 960 State and Territory (Game & Market Development RCMs)

Social Cricket Community/Private provider Top 50 Priority Regions N/A TBC TBC TBC State and Territory (Game & Market Development RCMs) HIGH Scholarships High Performance National N/A 6 8 10 CA (Game & Market Development and High Performance) PERFORMANCE

TOTAL PARTICIPANTS 160,891 184,201 234,337 315,170

Multicultural Multicultural ICC Cricket KFC T20 National National International A Sport For All Community School Club Community Field-Force Media and World Cup Big Bash Diversity Equipment Cricket RESOURCES Resource Activations Ambassadors Ambassadors Ambassadors Development Marketing 2015 League Conference Drive Exchange Program Strategy

Multicultural Tailored TOOLS Regional Delivery Plans MyCricket Multicultural Data Multicultural Cricket Audit theCROWD Program Collateral, Branding Research PlayCricket & Marketing

6 7 MULTICULTURAL PRIORITY REGIONS

SOURCE ABS, Census of Population and Housing, 2011 (Stated Responses). NOTES Top 50 regions identified by core number. Ranking within the 50 regions is weighted by percentage of total population. * Multicultural Persons are defined as someone who is or has at least one parent born overseas

MULTICULTURAL PERSONS TOTAL PERSONS % OF RANKING RANKING MULTI- BY BY CRICKET REGION REGION CULTURAL % NUMBER CLASSIFICATION PERSONS 5 TO 12 13 TO 18 5 TO 18 5 TO 12 13 TO 18 5 TO 18 5 TO 18

NSW/ACT Central 1 4 Established Metro 30,211 24,054 54,265 47,383 36,630 84,013 77.1% Greater Western Sydney 2 1 NSW/ACT-Sydney Inner West Established Metro 36,151 28,995 65,146 66,580 47,971 114,551 69.9% 3 19 NSW/ACT Inner & Eastern Sydney Established Metro 17,869 13,644 31,513 29,482 21,839 51,321 63.0% 4 8 VIC-Melb Outer South Expanding Metro 21,974 17,902 39,876 44,870 34,996 79,866 61.9% 5 2 WA-Metro North West Expanding Metro 34,648 28,660 63,308 69,375 55,096 124,471 59.4% 6 5 NSW/ACT North Shore Established Metro 27,852 22,212 50,064 57,856 45,148 103,004 58.4% 7 12 WA-Metro South East Expanding Metro 18,767 16,606 35,373 39,685 32,594 72,279 57.8% 8 30 VIC-Melb Inner South Established Metro 10,791 10,255 21,046 23,931 20,519 44,450 56.8% 9 20 QLD-Bris West Established Metro 16,991 14,498 31,489 32,573 26,390 58,963 55.3% 10 3 VIC-Melb West Expanding Metro 32,387 25,369 57,756 68,793 49,443 118,236 55.3% 11 7 NSW/ACT-Sydney South West Established Metro 23,756 19,840 43,596 49,376 37,856 87,232 54.5% 12 9 VIC-Melb North West Expanding Metro 21,335 18,255 39,590 49,495 37,736 87,231 51.8% 13 6 NSW/ACT-Sydney North West Expanding Metro 23,910 19,756 43,666 51,664 38,385 90,049 51.1% 14 13 VIC-Melb Bayside Established Metro 19,201 14,625 33,826 42,266 29,663 71,929 50.4% 15 25 NSW/ACT Northern Beaches Established Metro 14,219 9,654 23,873 32,511 21,303 53,814 49.4% 16 26 WA-Metro North East Expanding Metro 12,557 11,027 23,584 31,058 24,848 55,906 49.2% 17 11 WA-Metro South West Established Metro 19,112 16,817 35,929 48,012 38,090 86,102 49.0% 18 15 NSW/ACT-Sydney South Established Metro 17,702 14,787 32,489 45,031 33,786 78,817 47.3% 19 10 QLD-Sth Coast Provincial City 20,689 16,909 37,598 51,081 39,946 91,027 46.5% 20 16 VIC-Melb Inner East Established Metro 16,611 15,875 32,486 41,667 34,287 75,954 46.1% 21 17 NSW/ACT-Sydney Outer West Established Metro 17,780 14,519 32,299 44,242 33,569 77,811 45.8% 22 23 QLD-Logan Expanding Metro 13,396 11,356 24,752 35,214 27,535 62,749 44.8% 23 18 VIC-Melb North Expanding Metro 17,352 14,502 31,854 48,838 36,142 84,980 41.4% 24 24 QLD-Bris Sth Established Metro 13,363 10,842 24,205 40,930 31,319 72,249 40.3% 25 14 SA-North West Adelaide Established Metro 17,033 15,851 32,884 51,665 42,010 93,675 39.6% 26 36 SA-North East Adelaide Established Metro 7,029 6,881 13,910 20,959 17,886 38,845 38.9% 27 21 QLD-Bris Nth Expanding Metro 15,987 12,769 28,756 44,410 35,717 80,127 38.3% 28 49 NT-Darwin Expanding Metro 4,122 3,347 7,469 14,839 11,051 25,890 36.2% 29 29 SA-South Central Adelaide Established Metro 11,161 10,582 21,743 38,260 31,301 69,561 36.0% 30 22 VIC-Melb Outer East Expanding Metro 12,730 12,366 25,096 41,297 34,283 75,580 35.1% 31 27 QLD-Moreton Expanding Metro 13,078 10,285 23,363 46,486 34,598 81,084 33.2% 32 39 NSW/ACT Northern ACT & Districts Expanding Metro 7,532 5,951 13,483 26,348 19,358 45,706 32.9% 33 32 QLD-Nth Coast Provincial City 9,552 7,661 17,213 33,531 25,794 59,325 32.9% 34 31 VIC-Melb South East Expanding Metro 11,149 9,712 20,861 38,795 29,635 68,430 32.7% 35 35 QLD-Sth East Expanding Metro 8,269 6,329 14,598 32,762 24,542 57,304 32.4% 36 43 WA-South West Urban 5,272 4,501 9,773 20,911 15,362 36,273 30.4% Cairns & Western Queensland 37 40 Provincial City 6,202 4,823 11,025 23,505 17,215 40,720 29.6% - Far Northern 38 34 NSW/ACT-Southern ACT & South Coast Expanding Metro 8,068 7,410 15,478 31,616 25,893 57,509 29.2% 39 28 NSW/ACT Illawarra Provincial City 12,008 11,213 23,221 48,251 38,313 86,564 28.8% 40 37 NSW/ACT Central Coast Provincial City 7,489 6,406 13,895 33,518 26,771 60,289 25.4% 41 44 VIC-Central Highlands Urban 5,365 4,276 9,641 27,348 22,266 49,614 21.9% Townsville & Western Queensland 42 46 Provincial City 4,552 4,196 8,748 25,776 20,684 46,460 21.8% - North Western 43 42 VIC-Barwon Provincial City 5,406 5,164 10,570 28,130 22,327 50,457 21.7% 44 38 NSW/ACT-North Coast/Far North Coast Urban 7,550 5,956 13,506 37,770 30,275 68,045 21.5% 45 47 TAS-Hobart & Southern Established Metro 4,402 4,011 8,413 25,290 19,451 44,741 20.3% QLD-Capricornia Whitsundays & 46 41 Urban 6,034 4,786 10,820 37,837 28,697 66,534 18.6% Western Queensland - South West 47 45 QLD-Wide Bay Rural 4,599 4,271 8,870 30,212 23,352 53,564 18.3% 48 50 VIC-Gippsland Urban 3,559 3,411 6,970 25,818 21,270 47,088 16.8% 49 33 NSW/ACT-Hunter Provincial City 9,345 7,741 17,086 65,071 50,705 115,776 16.5% 50 48 QLD-Darling Downs Urban 4,083 3,424 7,507 30,205 22,745 52,950 15.2% TOTAL 710,200 594,282 1,304,482 1,972,523 1,526,592 3,499,115

8 9 PARTICIPATION PROGRAMS

10 11 PARTICIPATION PATHWAY

MILO in2CRICKET SKILLS PROGRAM PROFILE

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. Parents are invited to be part of the delivery of the program as volunteers. The fifth week will be a MILO T20 Blast School Cup where all parents are invited. WHY MILO in2CRICKET Skills provides students with an introduction to cricket. WHERE To be delivered in schools with a high multicultural population (75% or greater) in priority regions plus in ethnic/religious based schools that are aligned with our focus communities. WHEN Based on State and Territory cricket calendars. This will lead into a MILO in2CRICKET and/or MILO T20 Blast Centre. WHO Multicultural Cricket Field-Force (School Ambassadors, Community Ambassadors and casual staff including Cricket Australia Sport Development Program students (CA SDP)) and parents. HOW  Recruit and train a National Multicultural Cricket Field-Force.  Customise operational, promotional and administrative material eg. language.  School bookings are coordinated by the appropriate person in the region.  Recruit School Ambassadors as key drivers for this program.  Provide each coordinator with a kit bag.  Develop a parent engagement resource to link communities to cricket clubs.  Ensure there is a club presence from week one.

RESOURCES 2014/15 59,713 PARTICIPANTS*  Tailored operational manual, promotional and administrative material.  Trained Multicultural National Cricket Field-Force. 2015/16 74,542 PARTICIPANTS**  Kit bags. * 7.5% penetration rate in primary schools as per current trend in priority regions. 2016/17 90,733 PARTICIPANTS** Total number of multicultural kids aged between 5 and 12 across all 50 priority regions is 710,200. 2017/18 108,313 PARTICIPANTS**

** Incremental targets are based on 8% growth each year. 0 10K 20K 30K 40K 50K 60K 70K 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 in communities with a high multicultural population in priority regions. WHEN Based on State and Territory cricket calendars. This will lead into MILO T20 Blast. WHO Multicultural Cricket Field-Force (School Ambassadors, Community Ambassadors and casual staff/private providers including Cricket Australia Sport Development Program (CA SDP) students). HOW  Connect with Migrant Resource Centres, religious centres , community groups (or equivalent), bring the community onboard and identify some champions who can help drive the program.  Recruit and train a National Multicultural Cricket Field-Force.  Customise operational, promotional, administrative material and packs.  Recruitment done via MILO in2CRICKET Skills Programs and localised club and private provider marketing.  Provide each Centre Coordinator with a kit bag.  Centre Coordinator to oversee administration and logistics of centre. RESOURCES

 Tailored operational manual, promotional and administrative material. 2014/15 10,193 PARTICIPANTS*  Trained National Multicultural Cricket Field-Force (as part of national in-services roll out and specific training). 2015/16 13,009 PARTICIPANTS**  Kit bags.

2016/17 17,341 PARTICIPANTS** * Based on 25% of national MILO in2CRICKET target. 2017/18 28,396 PARTICIPANTS** ** Incremental targets are based on 30%, 37.5% and 47.5% of national MILO in2CRICKET target. 0 5K 10K 15K 20K 25K 14 15 PARTICIPATION PATHWAY

MILO in2CRICKET (WINTER) PROGRAM PROFILE

WHAT RESOURCES MILO in2CRICKET (Winter) introduces girls and boys to Australia’s favourite sport.  Tailored operational manual, It’s great fun, safe and teaches basic skills to help kids learn to play just like their promotional and administrative Australian Cricket Heroes. The program runs over 8 weeks, develops fundamental material. movement skills, uses modified equipment and is delivered by accredited

coordinators in 60-90 minute weekly sessions.  Trained National Multicultural Cricket Field-Force. WHY  Kit bags. MILO in2CRICKET (Winter) provides participants with an opportunity to sample cricket and further develop their skills during the non-traditional cricket period. WHERE To be delivered in communities with a high multicultural population in priority regions. WHEN Based on State and Territory cricket calendars in the non-traditional playing period. This will lead into MILO T20 Blast. WHO Multicultural Cricket Field-Force (School Ambassadors, Community Ambassadors and casual staff/private providers including Cricket Australia Sport Development Program (CA SDP) students). HOW  Connect with Migrant Resource Centres, religious centres , community groups (or equivalent), bring the community onboard and identify some champions who can help drive the program.  Recruit and train a National Multicultural Cricket Field-Force.  Customise operational, promotional, administrative material and packs.  Recruitment done via MILO in2CRICKET Skills programs and localised private provider marketing.  Establish private providers as key drivers for this program.  Provide each Centre Coordinator with a kit bag.  Centre Coordinator to oversee administration and logistics of centre. 2015/16 600 PARTICIPANTS*

2016/17 900 PARTICIPANTS**

* Targets are based on one program in the top 20 priority regions with 30 participants. 2017/18 1,200 PARTICIPANTS**

** Incremental targets are based on additional programs in the next 10 priority regions each year. 0 250 500 750 1000 1250

16 17 PARTICIPATION PATHWAY

MILO T20 BLAST PROGRAM PROFILE

WHAT RESOURCES MILO T20 Blast gives girls and boys the opportunity to play fun games of cricket in  Tailored operational manual, an active and social setting. The structure of the MILO T20 Blast program ensures promotional and administrative everybody gets to bat, bowl and field. Kids play modified games of twenty20 cricket material. 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  Trained Multicultural National always active. There is a festival like atmosphere which includes music and dancing. Field-Force.  Kit bags. WHY MILO T20 Blast provides participants an opportunity to sample cricket and further develop their skills. WHERE To be delivered in communities with a high multicultural population in priority regions. WHEN Based on State and Territory cricket calendars. This will lead into Club Cricket, Indoor Cricket and Sunday Cricket. WHO Multicultural Cricket Field-Force (School Ambassadors, Community Ambassadors and casual staff/private providers including Cricket Australia Sport Development Program (CA SDP) students). HOW  Recruit and train a National Multicultural Cricket Field-Force.  Customise operational, promotional, administrative material and packs.  Recruitment done via MILO in2CRICKET, MILO T20 Blast Secondary Schools Program and localised club and private provider marketing.  Establish private providers as key drivers for this program.  Provide each Centre Coordinator with a kit bag. 2014/15 2,703 PARTICIPANTS*  Centre Coordinator to oversee administration and logistics of centre. 2015/16 5,011 PARTICIPANTS**

* Based on 25% of National MILO 2016/17 9,710 PARTICIPANTS** T20 Blast target. 2017/18 16,913 PARTICIPANTS** ** Incremental targets are based on 30%, 37.5% and 47.5% of National MILO T20 Blast target. 0 5K 10K 15K 20K 18 19 PARTICIPATION PATHWAY

MILO T20 BLAST (WINTER) PROGRAM PROFILE

WHAT RESOURCES MILO T20 Blast (Winter) is an eight week game based cricket program where  Tailored operational manual, kids develop an understanding of how the game of cricket is played in a fun promotional and administrative and engaging environment. Participants are part of a team of eight players material. in a competition that is run during cricket’s non-traditional cricket season in winter. There are a minimum four modified games being played on the one  Kit bags. outfield at the same time.  Trained Multicultural National Field- Force (as part of National in-services roll WHY out and specific training). MILO T20 Blast (Winter) provides participants an opportunity to sample cricket and further develop their skills. WHERE To be delivered in communities with a high multicultural population in priority regions. WHEN Based on State and Territory cricket calendars in the non-traditional playing period, run concurrently with MILO in2CRICKET Centre. This will lead into junior Club Cricket, Sunday Cricket and Indoor Cricket. WHO Multicultural Cricket Field-Force (School Ambassadors, Community Ambassadors and casual staff/private providers including Cricket Australia Sport Development Program (CA SDP) students). HOW  Recruit and train a National Multicultural Cricket Field-Force.  Customise operational, promotional, administrative material and packs.  Recruitment done via MILO in2CRICKET Skills Programs, MILO in2CRICKET, MILO T20 Blast Secondary School Programs and localised private provider marketing.  Establish private providers as key drivers for this program.  Provide each Centre Coordinator with a kit bag.  Centre Coordinator to oversee administration and logistics of centre.  Sustain integrity of MILO T20 Blast product eg. surface, venue etc. 2015/16 320 PARTICIPANTS* * Based on one MILO T20 Blast centre in each of the top 10 priority regions made up of 2016/17 640 PARTICIPANTS** 32 participants.

** Incremental targets are based on 2017/18 960 PARTICIPANTS** expansion of MILO T20 Blast centres in the next 10 priority regions. 0 200 400 600 800 1000 1200

20 21 PARTICIPATION PATHWAY MILO T20 BLAST SECONDARY SCHOOL PROGRAM PROGRAM PROFILE

WHAT The MILO T20 Blast Secondary School Program is a four week program run in secondary schools with a set curriculum which concludes with a inter- or intra- school carnival. WHY The MILO T20 Blast Secondary School Program provides students with an opportunity to sample cricket and further develop their skills. WHERE To be delivered in Intensive English Language Centres within priority regions. WHEN Based on State and Territory as well as school calendars. This will lead into Club Cricket and Indoor Cricket. WHO Multicultural Cricket Field-Force (School Ambassadors, Community Ambassadors and casual staff/private providers including Cricket Australia Sport Development Program (CA SDP) students). HOW  Recruit and train a National Multicultural Cricket Field-Force.  Establish partnership with key secondary schools.  Customise operational, promotional and administrative material.  School bookings are coordinated by relevant person in region.  Recruit school ambassadors as key drivers for this program.  Provide each coordinator with a kit bag. RESOURCES  Tailored operational manual, promotional and administrative material.  Kit bags.  Trained National Multicultural Cricket Field-Force. 2014/15 1,599 PARTICIPANTS*

* 7.5% penetration rate in Intensive English 2015/16 1,676 PARTICIPANTS** Language Centre Secondary Schools as per current trend in priority regions. Total number of 2016/17 1,810 PARTICIPANTS** kids aged between 13 and 18 enrolled in Intensive English Language Schools across all 25 priority regions is 25,407. 2017/18 1,955 PARTICIPANTS**

** Incremental targets are based on 8% growth each year. 0 500 1,000 1,500 2,000 22 23 PARTICIPATION PATHWAY

CLUB CRICKET PROGRAM PROFILE

WHAT RESOURCES Club cricket is what many often refer to as traditional community cricket  ‘Club Assist’ resource/s. and played within an incorporated Association. Club cricket provides

opportunities for participants to further develop their cricket skills in a  Tailored promotional and structured, inclusive and enjoyable learning environment. administrative material.  A Sport For All Club e-resource. WHY Club cricket is the cornerstone of the Australian Cricket Talent Pathway. WHERE Community cricket clubs within each local cricket association. WHEN During the traditional cricket season in each State and Territory. WHO Community cricket club administrators, coaches, volunteers and players. HOW  Provide A Sport For All resource to help make clubs more welcoming and inclusive.  Customised promotional material as part of the PlayCricket campaign.  Introduce the Five Star Club Mark program.  Enhance cricket club facilities through the National Community Facilities Funding Scheme.  Improving the quality of player experience through coach education and ‘Club Assist’ initiatives.  Recruit Club, School and Community Ambassadors as key drivers for the A Sport For All resource.

2014/15 86,341 PARTICIPANTS*

2015/16 93,208 PARTICIPANTS**

2016/17 111,995 PARTICIPANTS** * Based on 25% of national Club Cricket target. 2017/18 155,863 PARTICIPANTS** ** Incremental targets are based on 26%, 30% and 40% of national Club Cricket target. 0 40K 80K 120K 160K 24 25 PARTICIPATION PATHWAY

INDOOR CRICKET PROGRAM PROFILE

WHAT A six week indoor cricket competition for 12 to 18 year olds organised by Cricket Australia-accredited Indoor Centres. WHY To provide further opportunities for cricketers from a multicultural background to participate in cricket and continue to develop their skills during the non-traditional cricket season. WHERE To be delivered in communities in the priority regions where there is an accredited Cricket Australia Indoor Centre. 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  Recruit and train a National Multicultural Cricket Field-Force.  Customise operational, promotional, administrative material .  Recruitment done via MILO in2CRICKET Skills, MILO T20 Blast, MILO T20 Blast (Winter), MILO T20 Blast Secondary School Program, Club Cricket and localised private provider marketing.  Recruit School and Community Ambassadors and establish Cricket Australia Indoor Centres as key drivers for this program.  Provide each Indoor Centre with a kit bag with specifically tailored equipment.  Centre coordinator to oversee administration and logistics of centre. RESOURCES

 Tailored operational manual, promotional and administrative material. 360 PARTICIPANTS 2014/15 REPRESENTING 30 TEAMS*  Customised kit bag for the centre.

 Trained Multicultural National Cricket Field-Force. 480 PARTICIPANTS 2015/16 REPRESENTING 40 TEAMS*

* One league in Qld, NSW and Vic 600 PARTICIPANTS 2016/17 REPRESENTING 50 TEAMS** consisting of 10 teams per league

with 12 players per team. 720 PARTICIPANTS 2017/18 REPRESENTING 60 TEAMS** ** Incremental targets are based on an additional league in WA in 2016/17 and SA in 2017/18. 0 100 200 300 400 500 600 26 27 PARTICIPATION PATHWAY

SUNDAY CRICKET PROGRAM PROFILE

WHAT RESOURCES A six to eight week outdoor competition for 12 to 18 year olds.  Tailored promotional and administrative material. WHY  Customised kit bags for the centre. To provide further opportunities for multicultural cricketers to  Trained Multicultural National Cricket Field- develop their skills by extending access to the facilities that host Force (as part of national in-services roll out these competitions. and specific training). WHERE To be delivered in major metropolitan areas. WHEN Based on State and Territory cricket calendars in the traditional cricketing season. WHO Delivered by the Multicultural Cricket Field-Force (School Ambassadors, Community Ambassadors and casual staff/private providers including SEDA students). HOW  Recruit and train a National Multicultural Cricket Field-Force.  Establish private providers as key drivers for this program.  Centre coordinator to oversee administration and logistics of centre.

2015/16 480 PARTICIPANTS*

2016/17 720 PARTICIPANTS** * 1 competition in the top 10 Priority Regions containing 4 teams with 12 participants in each team. 2017/18 960 PARTICIPANTS** ** Incremental targets are based on expansion to next 5 priority regions. 0 150 300 450 600 750 900 1050

28 29 PARTICIPATION PATHWAY

SOCIAL CRICKET PROGRAM PROFILE

WHAT Social cricket covers a wide range of activities from competitions to playing beach cricket. Competitions are often midweek, have modified formats and have an emphasis on participation and fun. The nature of the competition engages all communities and builds friendships and social cohesion. WHY To provide communities with an opportunity to participate in cricket in a fun, friendly and social environment. WHERE Clubs, community grounds and public facilities. WHEN Varies based on local planning, includes community events. WHO Local clubs, associations, private providers, community ambassadors, cricket field force including SEDA students. HOW Through partnerships with private providers and other social cricket organisers.

RESOURCES Affiliation and endorsement support where possible including access to player appearances.

30 31 HIGH PERFORMANCE PROGRAMS

32 33 HIGH PERFORMANCE PATHWAY

SCHOLARSHIPS PROGRAM PROFILE

WHAT Female and male Multicultural Cricket Training Scholarships offered to emerging talent. Scholarships will be offered to players from non-English speaking backgrounds. WHY To provide a training based opportunity that accelerates emerging multicultural cricket talent. WHERE BUPA National Cricket Centre (NCC) and other high performance training facilities. WHEN To be determined. WHO National Diversity Manager/Multicultural Cricket Officer and Cricket Australia High Performance staff. HOW  Develop and execute training based program.

RESOURCES  Training curriculum.

2016 6 SCHOLARSHIPS**

2017 8 SCHOLARSHIPS** * Female and Male split’ as per the program profile. 2018 10 SCHOLARSHIPS** ** Growth increments are based on increased investment and program growth. 0 2 4 6 8 10

34 35 RESOURCES

36 37 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 RESOURCES Cricket Australia’s educational and in-services training, including MILO in2CRICKET and MILO T20 Blast  A Sport For All resource. coordinator training (230 per annum Australia wide).  Club Ambassadors.  Work with Deakin University and the Australian 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.

38 39 RESOURCES

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 – a cricket that will bring lasting benefits to the game locally sport for all Australians by reaching and engaging fans. and internationally.  Strengthen opportunities for children, families and multicultural communities to participate in cricket HOW programs and social cricket events.  Recruit 2,000 skilled volunteers across Australia  Support the development of new skills, networks and to support the delivery of the ICC Cricket World experiences for cricket staff and volunteers. Cup 2015.  Leverage funding (cash and in-kind) from government  Attract high quality Indigenous and multicultural Net and others to grow and diversify community Bowlers for the Tournament. cricket participation.  Promote a celebration of world cricket to more than  Establish/strengthen partnerships between 250,000 people through involvement with large-scale government, multicultural communities, media and community festivals, events and carnivals. corporate, amongst others.  Help to create a cricket culture in up to 4,000 Australian schools through the development of a new TIMELINES cricket curriculum. January 2014 to March 2015.  Assist up to 1,000 Australian primary schools to develop a deeper appreciation and understanding of RESOURCES the countries and cultures that make up the ICC ICC Cricket World Cup 2015 Community Engagement Plan. Cricket World Cup 2015.  Establish and develop partnerships with multicultural media agencies to increase the public profile of cricket throughout multicultural communities.  Create brokerage opportunities to develop and/or strengthen networks with multicultural communities.

KFC T20 BIG BASH LEAGUE (BBL)

HOW  BBL Community Engagement Strategy/Matrix.  BBL Community Engagement Leaders. OBJECTIVE  Strategic Growth Market Funding. We want cricket to be a sport that all  BBL and Game & Market Development Integration. Australians enjoy regardless of their age,  Community Rookie Contracts. background, gender or ability. The KFC T20 Big  Fan Development Plan. Bash League (BBL) plays a part in this strategy and was created to appeal to kids, families and  Fan friendly BBL season scheduling. women as well as cricket lovers – the objective  Create an accessible, easy to consume and entertaining sport for of the BBL is to drive new fans and participants all Australians. to the game of cricket The BBL is easily accessible with simple rules and short games OUTCOMES and the introduction of the Community Rookie  Increase new and diverse fans to Cricket through the KFC T20 Big Contracts giving those outside the usual player Bash League. pathways an opportunity to develop further.  Build attendances and TV viewership. Rookie Contracts focus on players who are  Drive city-based rivalries. unlikely to have been exposed to mainstream  Create the next generation of T20 heroes. cricket player pathways including players from  Build fan passion. non-English speaking backgrounds , as well as those from rural communities, Indigenous TIMELINES backgrounds and low socio econonmic backgrounds. The 16 rookie contracts provide Ongoing. those players with exposure to high performance environments they perhaps would RESOURCES not normally have.  BBL Community Engagement Strategy/Matrix. These rookies are role models for the wider  Fan Engagement Plan. community; they train with the team and have access to the club’s coaches.

42 43 RESOURCES 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  To organise an annual conference for key internal and external stakeholders. OUTCOMES  Increased level of awareness and education of diversity and inclusion in Australian Cricket.  The ongoing evolution 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 Roll out 2015/16 then ongoing. RESOURCES  Conference operational plan.

44 45 RESOURCES NATIONAL EQUIPMENT DRIVE

OBJECTIVE Ensure that cricket equipment is accessible to every child who wants to play cricket.

HOW  Collect cricket gear at major Australian cricket fixtures.  Storage and distribution through external partners.  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 financial barriers in taking part in the game of cricket. TIMELINES Roll out 2015/16 ongoing. RESOURCES  Communication plan.  Operations plan for the collection, transportation and distribution of equipment.

46 47 RESOURCES

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  Generate goodwill in the community and develop relationships with key stakeholders.  Establish a database with prospective participants and fans.  Raise awareness of the Australian Cricket brand amongst focus communities. TIMELINES Roll out 2014/15 then ongoing. RESOURCES  Data collection form.  Calendar of events.

48 49 RESOURCES

SCHOOL AMBASSADORS

OBJECTIVE TIMELINES To recruit 10,000 active School Ambassadors to drive 2014/15 Program rollout. cricket in the schoolyard and assist in converting students to become registered players and fans by 2016. RESOURCES HOW  School Ambassadors website including e-resources.  Customised collateral, branding and marketing  School Ambassador Incentive Scheme. eg. newsletter templates, banners, posters,  School Sport Australia (SSA) partnership/ hype reels, etc. endorsement.  Lesson plans.  Implement Gold, Silver, Bronze Incentive Scheme.  Implement a Participation Points Scheme. OUTCOMES  10,000 active School Ambassadors by 2016.  Significant increase in the conversion rate of students to registered players and fans.  Each Australian school to have a self-sustained cricket culture.

50 51 RESOURCES

CLUB AMBASSADORS

OBJECTIVE TIMELINES To further engage community cricket clubs by providing 2014/15 Program rollout. resources, education and communication through 2015/16 First round of program delivery complete. Club Ambassadors. RESOURCES HOW  Kits for Club Ambassadors which includes position description.  Undertake a recruitment process of club volunteers (phased process over 4 years to reach 3,750 across  Presentation and training – How to Guide. Australia) as ambassadors within their club.  Marketing and merchandise material.  Provide education and training to all registered Club Ambassadors as part of induction to the program.  Establish an incentive based ambassador program that rewards and encourages take-up of Cricket Australia and State and Territory initiatives.  Promotion 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 resource to volunteers in their club.  Have a direct point of contact with community clubs that enhances the flow of information and communication from the governing bodies to grassroots cricket.

52 53 RESOURCES 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.  Engage with focus communities, identifying their key people  Community Ambassador and collating their contact details into Cricket Australia training program. community database.  Community Ambassador  Organise and deliver cricket related activities and events. incentive scheme.  Represent Cricket Australia at community festivals.  Transition teams into Cricket Australia structured club cricket and increasing number of participants (players, coaches, referees and volunteers).  Distribute relevant National and State communication, increasing awareness of cricket and community based initiatives.  Assist cricket in promoting relevant events in community media, as well as participating in local community programs.  Demonstrate the attributes of a positive role model.  Promote Cricket Australia resources, education programs and support services.  Collaborate with Regional Cricket Managers to engage with the four focus communities and integrating them into broader Australian communities.  Implement a Gold, Silver, Bronze Incentive Scheme. OUTCOMES  500 Community Ambassadors by 2017/18.  Network of well-informed Ambassadors to promote Australian cricket amongst the four focused communities.  Well-developed network of Ambassadors capable of delivering cricket related activities and events.

54 55 RESOURCES MULTICULTURAL FIELD-FORCE DEVELOPMENT PROGRAM

OBJECTIVE TIMELINES To create a National Field-Force that promotes and delivers multicultural 2014/15 Program rollout. focused cricket programs and in the long term produces future coaches, umpires and administrators. RESOURCES  Online coaching course. HOW  Online umpiring course.  Recruit 50 Development Officers (casual) through Regional Cricket Managers to deliver programs in the top 25 priority regions.  Provide Field-Force training to Development Officers.  Ensure all Development Officers have completed an Introduction to Cricket (Level 0) coach course and a Community Coach (Level 1) coach course within 12 months.  Identify potential umpires and provide development opportunities. OUTCOMES  50 Field-Force trained Development Officers.  50 Level 0 accredited coaches.  25 Level 1 accredited coaches.  10 accredited umpires.  Five Development Officers to undergo professional development opportunities at State and Territory offices.  By 2017/18, 10 Multicultural Australians employed in full time positions in the Game and Market Development workforce.

56 57 RESOURCES MULTICULTURAL MEDIA AND MARKETING STRATEGY

OBJECTIVE TIMELINES Australian Cricket connects with multicultural communities through July 1 entering into partnership with targeted communications across the multicultural media platforms. specialist media agency. August 1 roll-out. HOW  Media alerts. RESOURCES  Media accreditation.  External specialist.  Media monitoring.  Multicultural marketing media  Face to face engagement through meetings with leaders of and promotions strategy. multicultural communities.  Media schedule.  Editorial • Central editorial point of contact. • Production of news stories. • Calendar of editorial support.  Advertising • Advertising integration such as wraps, advertorials. • Online/print integration. • Central point of contact for advertising distribution.  Special briefings/promotions • Promotional opportunities across press/online.

OUTCOMES  Cricket is covered by the media outlets of targeted multicultural communities.  Inspire future participants and fans amongst targeted multicultural communities.

58 59 RESOURCES INTERNATIONAL CRICKET EXCHANGE

OBJECTIVE To engage in mutually beneficial activities with ICC affiliate and associate nations to grow cricket at home and abroad within key multicultural communities.

HOW  Scope an activity plan for visiting players from ICC affiliate and associate nations in terms of program delivery and activations focused on key multicultural communities.  Develop a cricket program for visiting players from ICC affiliate and associate nations. OUTCOMES  Inspire children from traditionally non-cricket playing communities to play cricket by showcasing cricket role models from the same cultural heritage.  Contribute to development of high performance talent amongst ICC affiliate and associate nations. TIMELINES 2015/16 Program rollout. RESOURCES  Exchange Program and Operational Plan.

60 61 NATIONAL INDIGENOUS CRICKET STRATEGY FOR GAME AND MARKET DEVELOPMENT 2014/15-2017/18

+61 3 9653 9990 3 9653 +61 8889 3 9653 +61 [email protected] AARON DRAGWIDGE AARON MULTICULTURAL CRICKET OFFICER Phone: Fax: Email: INFORMATION

+61 3 9653 9928 3 9653 +61 8889 3 9653 +61

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MORE WWW. PLAYCRICKET.COM.AU/A-SPORT-FOR-ALL COMMUNITY ENGAGEMENT Fax: Email: SENIOR MANAGER Phone: SAM ALMALIKI SAM CONTACT US