AUSTRALIAN CRICKET STRATEGY 2017-2022 CRICKET in AUSTRALIA a NOTE from JAMES 15M 864 Over 100,000 , Over 15 Million Broadcast VOLUNTEERS Reach Per Season
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AUSTRALIAN CRICKET STRATEGY 2017-2022 CRICKET IN AUSTRALIA A NOTE FROM JAMES 15M 864 OVER 100,000 , Over 15 million broadcast VOLUNTEERS reach per season Dear colleagues, Cricket’s national digital channels 020 , TOTAL On behalf of Australian Cricket, I am delighted and Cameron French combined (Cricket Network) have ATTENDANCE excited to introduce our next five-year strategy. CEO, Cricket Australian Capital Territory 20 million social fans/followers LIKE 2 IN 2016-17 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 our shared belief that cricket plays an important and valuable role in 10 PEOPLE Australian society. Our communities are healthy when cricket is healthy. EVERY SECOND Excited, because this strategy also provides clarity, a collective sense of Troy Watson CEO, Northern Territory Cricket 110% what it will take to make cricket Australia’s favourite sport and, most EVERY DAY 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 to bringing the strategy to life. Max Walters BBL HAS GROWN CEO, Queensland Cricket around the world The challenges are many, and all of us face tough and determined SIGNIFICANTLY OVER 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 our success. % 25 Nick Cummins 393,735 1,037,268 I’m looking forward to working with you all to achieve our aspirations CEO, Cricket Tasmania Female participants outlined in this strategy. 995 CHILDREN , Yours sincerely, % 28 3 Tony Dodemaide , PLAY CRICKET THROUGH CLUBS 241 105 CEO, Cricket Victoria OVER Multicultural participants COMPETITIONS, CLUBS AND SCHOOLS James Sutherland 1.4M 185,015 Christina Mvews PEOPLE Indoor participants CEO, Cricket Australia CEO, Western Australian Cricket Association PARTICIPATE % 667 IN CRICKET 54,346 47 , Indigenous participants 9% growth TEAMS 23 OUR PURPOSE OUR VISION in 16-17 % 23,172 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 We all act collectively the country. 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. It is part of our vernacular and our history. Working as a unified sport, we co-design national plans NATIONAL WOMEN’S LEAGUE SINCE 1930 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 OUT and launched the women’s Big Bash League. cricket communities and volunteers. OF 3 5 80% • Through cricket, women can pursue a fully professional • 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, ON-FIELD ACHIEVEMENTS and No.1 cricket destination year-round in Australia. SPORT AND ENTERTAINMENT ARE CHANGING TV audiences want to watch what they want, when they LIVE! 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 interact with the content – not WOMEN’S TEAM NO.1 IN ALL THREE FORMATS GEN Z 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 the last 12 months to develop Australian Cricket’s new TO OUR FANS, PARTICIPANTS, 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 HOW WE PLAY AUSTRALIAN CRICKET STRATEGY 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 REACHING THE LEVEL – STEP BY STEP 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 GRASSROOTS CRICKET INCREASING OUR SUCCESS HOME AND THE BIG BASH FY22 MOMENTUM AND AWAY IN WORLD EVENTS AND THE ASHES INSPIRES MILLIONS TO • Home Ashes Series. SETTING UP LOVE THE GAME FY21 • Half of the GMD field force THEME FOR SUCCESS are women. LIVE THE • All States and Territories have elite facilities. NEW STRATEGY • Men’s World T20 in Australia. • The Women’s Big Bash League is • Both Big Bash competitions FY20 the leading women’s league in experience rapidly growing the world. ALIGN OUR viewership and attendance. ACTIVITIES TO THE • Overwhelming demand from • Junior pathway is NEW STRATEGY kids to play cricket in light AGENDA fully integrated. FY19 of the World T20. • Away Ashes series. • Junior cricketers in all competitions are playing • New funding agreements in revised formats. place for States and Territories. FY18 • 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.