Photo Credit: Cricket Australia
Cricket Australia has released a new five-year strategic plan for Australian Cricket designed to enhance the game’s long-term financial sustainability, significantly increase participation and ensure cricket remains at the heart of Australian life.
‘Where the Game Grows’ is underpinned by the ultimate belief that cricket is truly a game for all; one that has incredible power to bring people together and benefit society, both on and off the field.
It celebrates and respects cricket’s proud history while looking positively towards the future, seeking to drive bold, transformative change in digital experiences, junior participation, inclusion, gender equality, sustainability, reimagining the W/BBL, connection through storytelling and playing a part in developing the game globally.
Four interrelated strategic pillars containing ten strategic priorities have been developed through extensive consultation with thousands of fans and hundreds of other stakeholders from all parts of cricket.
Those four pillars – Brilliant Experiences, Participation Growth, Inspirational Players and Teams and Sustainable Future – reflect Australian Cricket’s priorities to strengthen the engagement between fans and players, continue to produce world class teams, entrench a strong and innovative business model and establish a framework for the game’s positive social impact.
‘Where The Game Grows’ also sets the ambitious target of doubling the number of kids aged 5 to 12 registered to play cricket to 210,000 and increasing the number of girls registered in this age group to 60,000 over the next five years, contributing towards an overall registered participation target of more than 850,000.
Dr Lachlan Henderson, Cricket Australia Chair, said:
“We are delighted to present the new five-year strategic plan for Australian Cricket. This plan comes at a critical time as we seek to ensure our national sport grows and continues to flourish.
“It is important to recognise the firm footing on which cricket stands thanks to the efforts of those who have come before us and our players, match officials, staff and partners. The new strategy is informed by the knowledge and passion of those invested in cricket’s future and reflects our shared ambition.
“Australian Cricket has embraced the opportunity the game provides to bring people and communities together as a Sport for All that makes Australians proud. This new strategy will ensure we maximise the resources and opportunities to realise this ambition.”
Nick Hockley, Cricket Australia Chief Executive Officer said:
“We are exceptionally proud of the way Australian Cricket has continued to innovate and grow and particularly how it has met the vast challenges of the pandemic. This gives us even greater confidence that we can deliver on the ambitious priorities set out in the new five-year strategic plan.
“Cricket is rapidly evolving and, with that, so too are the ways cricket is played, watched and consumed. This strategy contains both a vision and a clear plan for how we can achieve bold, transformative change while also meeting our core responsibilities.
“This includes ensuring that cricket has a positive social impact, whether by providing more opportunities for women and girls, making the game more accessible to participants from culturally diverse backgrounds or taking the necessary steps to make the game environmentally sustainable.”
“As we look towards the future, I would like to thank everyone across the game for their passion and commitment as we work to unite and inspire everyone to love and play cricket and in so doing make cricket a sport for all that makes Australians proud.”