Making Cricket A Game For Everyone: ENGAGING SOUTH ASIAN COMMUNITIES An ECB Action Plan 2018 Kamlesh Patel Professor, The Lord Patel of Bradford OBE Tom Harrison Senior Independent Director Chief Executive England & Wales Cricket Board England & Wales Cricket Board Ever since I first fell in love with cricket as a young We realise that we cannot achieve all of our ambitions As the organisation that is responsible for all aspects Through the creation of this action plan we have boy in Bradford during the 1960s, I have been alone and already the range of partners involved in of cricket, from the grassroots through to the seen the incredible volume of cricket activity that passionate about the game and the opportunities devising and helping us to deliver the action plan are professional arena, everyone involved at the England is already happening at a local level in South Asian it can create for everyone. I know that the joy I vast, demonstrating how important this work is for & Wales Cricket Board is committed to growing communities. This is a testament to the dedication experience whenever I watch, play or talk about a range of people. In particular, the support from the the game and making sure that everyone has the of members within these communities. This passion, cricket is widely shared by South Asian communities British Asian Trust and the National Asian Cricket opportunity to be involved with this great sport. drive and innovation, which has contributed to across England and Wales, but this passion has Council to date has been invaluable. such a rich and diverse culture of cricket within this historically been largely expressed outside of the We want cricket to be a game for all, regardless country remains vitally important and will continue. ‘traditional’ cricket network. 12 months ago we set I am also very much looking forward to working of your ethnicity, age, gender or where you live. This is our collective plan, indeed, “cricket’s plan”, out on a journey, with you, to change this and it is with all the members of our Advisory Group, as As part of this, we have plans to diversify the to work in partnership, engage more meaningfully now time for action. outlined in Section 6, that has been assembled to game and increase the reach and relevance in and grow the game we all love together. oversee the delivery of this action plan. The group a number of different areas. Improved This action plan – which includes clear outcomes brings together senior figures from the worlds of engagement with the South Asian communities and measures of success – is the result of hundreds business, sport, public health, education and media, is a core part of this growth. of hours spent researching critical issues, analysing and will provide support, advice and direction by data and most importantly talking directly to meeting regularly to check and challenge progress We know that the passion South Asian communities members of the South Asian community, alongside on delivery plans, and to guide ongoing work. have for the game is extraordinary. This passion consulting with partners and subject matter experts. is matched by our desire to get a bat and ball into Whilst the primary aim of the action plan is to more hands, introduce more people to the power We have taken time to make sure that we get this better engage with South Asian communities and of cricket, and show a new generation how to get right. The 11 key actions that are detailed in Section grow the game, I believe that this work has the involved. We want cricket to be a game which brings 4 are the direct result of what we have heard, what potential to bring wider societal benefits. By using all people and communities together from across the we have learnt and are focussed on the things that cricket, we can contribute to the building of stronger rich spectrum that makes up our society. we believe will make the biggest, positive difference communities through better physical and mental to the cricket experience of all South Asian health, improving educational attainment, reducing communities in the short and long term. anti-social behaviour and crime, and ultimately achieving greater social cohesion. This is not to say that the action plan is set in stone. Indeed, we understand that things change on an I would like to offer my thanks to our Chairman, ongoing basis and that our plan will need to adapt Colin Graves, and our CEO, Tom Harrison, who have and evolve, as we continue to listen and evaluate the put this project at the heart of ECB’s agenda. Their outcomes of our actions. But we are committed to vision to make cricket a game for everyone is making this happen, this is core activity, starting critical to the future success of the game. right now. 2 3 CONTENTS FOREWORD SECTION FOUR 6 Executive Summary The Action Plan 10 Our Vision 40 Recreational Cricket 12 Summary of 11 Point Action Plan 60 Elite Cricket & Professional Coaching 72 Attendance SECTION ONE 76 Media, Marketing & Communications Introduction 80 Administration & Culture 16 Cricket Unleashed 18 Objectives Of This Action Plan SECTION FIVE Partnerships SECTION TWO 88 Partnerships Market Context 22 Cricket & South SECTION SIX Asian Communities Measuring the Impact 26 The Core Cities 98 Measuring the Impact SECTION THREE 100 Advisory Group & Action Plan Governance The Process 32 The Process 34 Research & Consultation Findings 4 5 EXECUTIVE SUMMARY The England & 1 ECB’s role is 2 We have identified that 3 Therefore, we have to grow cricket a big opportunity exists created a community & Wales Cricket Board in South Asian communities insight driven action plan (ECB) have created As the governing body for cricket in England and We have identified that one of our biggest We will build on much of the great work that is a comprehensive and Wales, ECB is responsible for leading and growing opportunities for growth is to engage more already happening at a local level; going further and ambitious 11 point the sport and making cricket a game for everyone. effectively with South Asian communities. As you ensuring that we provide the right support and focus To do this, we have a game-wide strategic will see in Section 2, a third of our playing base are to grow the game. We have undergone a rigorous action plan to better framework called Cricket Unleashed. You will find of South Asian origin. However, these communities process to create a coordinated game-wide action more about this in Section 1. Here we also outline feel there are a number of barriers in place, which plan to better engage with all South Asians across engage with South the primary and secondary objectives and the scope prevent them from successfully engaging with ECB England and Wales. We have analysed data from of this action plan. and wider cricket structures. We want to foster numerous sources and created this action plan in Asian communities their extraordinary passion for cricket and remove consultation with the community. As is shown in across England these barriers. Section 3, the rigour we have applied provides us with confidence in its success, sustainability and Wales. and relevance. The steps we have set out in this action The action plan has It utilises partnerships 4 5 6 And employs clear governance plan are bold and detailed, underpinned 11 points, split into short and the expertise within and accountability throughout by extensive research, analysis and insight, & long term actions with wide-ranging engagement and communities consultation. The action plan will evolve over time in collaboration with the Section 4 outlines the action plan that we have Partnerships and collaboration are vital to the We are making a long term commitment and we communities and with support from a created in detail. The 11 actions are split across the success of this action plan; the skills, passion are aware that the change that is required won’t variety of key partners. 5 key areas that were identified, and each action has and expertise of the communities, along with our happen overnight. Therefore we have a robust set specific targets and a timeframe attributed to it. current and future partners, will enhance our reach of accountabilities, success measures and review The short term actions will focus around 10 cities and capability as we look to grow cricket together. processes, as well as a senior independent ‘Advisory with the largest South Asian population and These include the National Asian Cricket Council Group’ who are in place to support, guide, advise, biggest demand for cricket, and will involve a (NACC) and the British Asian Trust (BAT), and are and hold ECB to account. More details on this can be number of pilots which will be reviewed before the summarised in Section 5. found in Section 6. long term expansion of the action plan nationally. 6 7 EXECUTIVE SUMMARY The purpose of this In creating this action plan, we have taken steps to understand the make-up of different South Asian document is to provide communities. We aim not to generalise, but rather recognise and understand cultural and religious clarity on ECB's differences. To support this, we have collaborated with University College London (UCL) to create commitment to better a ‘heatmap’ of all South Asians living in England engage with South and Wales. The heatmap tool provides street-level detail on the ethnicity, age, employment, language, Asian communities. religion, level of deprivation and density of the population (this tool can be seen at: It is important to note southasianheatmap.ecb.co.uk).