A little over two years ago, the idea was just a spark—born on a park bench during a company picnic, while watching a friendly cricket game unfold. On May 31, 2025, that spark became a blaze.
Cricket to Conquer Cancer, a first-of-its-kind fundraiser led by Ethnicity Matters in partnership with the Princess Margaret Cancer Foundation (PMCF), brought together over 40 community teams, 10 celebrity ambassadors, and hundreds of fans to play cricket in the streets of Mississauga. And in its inaugural year, the campaign didn’t just raise awareness—it raised an astonishing CAN $1.16 million (net) for life-saving cancer research at the Princess Margaret Cancer Centre.
It was the first street cricket fundraiser in Canadian history, and a model for how cricket—when fused with purpose, community, and culture—can transcend sport.
From a picnic bench to Princess Margaret
The event’s origin is as humble as it is powerful.
“It all started on a picnic bench,” said Bobby Sahni, Partner & Co-founder of Ethnicity Matters. “We were at a team event playing cricket—no real rules, just fun—and Jason and I were watching people have an amazing time. We said, ‘How do we bring this to life at scale?’”
That moment of curiosity turned into a conversation—and then into something more.
“We were talking about what road hockey means to Canadian communities,” said Jason Harper, Senior Account Director – Sports & Strategic Initiatives at Ethnicity Matters. “And we started thinking about what street cricket means to global communities. We married the two ideas.”
Still sitting on that bench, they made a call to Jordan Harding at the Princess Margaret Cancer Foundation.
“Jason literally picked up the phone and said, ‘Hey man, I think we found something,’” Sahni recalled. “That was two years ago. And now here we are.”
Celebrity draft, community power
The campaign formally kicked off months earlier with a media launch, but its momentum peaked over two days: May 30 for the Celebrity Draft Night and May 31 for Match Day.
The premise: community teams raised funds for PMCF, and the top 10 fundraising teams earned the right to draft a celebrity to join their squad. It turned fundraising into friendly competition—and team-building into purpose-driven impact.
At the Draft Night cocktail reception, the energy was electric. Hosted by Patricia Jaggernauth and Nikhil Uttamchandani, the event featured awards, crowd interaction, and rapid-fire “6-in-60” interviews with the celebrity players.
The celebrity roster blended cricketing excellence with cultural star power. Among those participating:
- Carlos Brathwaite, former West Indies captain
- Aaron Johnson, Canada international
- Achini Perera, Canadian Women’s team player
- Jamaal Magloire, former NBA All-Star
- Dwayne De Rosario, Canadian soccer legend
- Jully Black, acclaimed singer and advocate
- Deep Jandu, Punjabi music producer
- Sandy Kaur Gill (The Sandy Lion), fashion icon and educator
- Rup Magon, co-lead singer of Josh
Each had a personal reason for being there.
“I carry the fire for my mom, my friend Kenroy, and for all those who have battled cancer,” said Carlos Brathwaite, whose emotional speech and candid 6-in-60 interview set the tone. “In 2011, my world was shaken when my mom faced a daunting battle. I felt completely helpless. Today, through Cricket to Conquer Cancer, I want to rally my community.”
Brathwaite added, “This cause is personal. In November 2024, I lost a dear friend, Kenroy Williams, to cancer at 40. On May 31, I carried the fire for Kenroy.”
Dwayne De Rosario echoed a similar sentiment: “I carry the fire for my father, who passed away in 2001 from cancer at Princess Margaret Hospital. This is a cause that hits close to home.”
And some additional celebrities were there to support their friends in addition to the cause. As Ethnicity Matters’ Jason Harper narrated, “Jason Holder made a surprise appearance on behalf of the Kenroy Williams 11. That type of gesture shows what our cricket community is really, truly like. ‘I’m coming to support my brothers in a cause and promote the work using my image and likeness and I want nothing for it. I just want to be there to stand with you guys.’ It was a good example of what we can do when we hold hands together and take it as far as we can go.”
Street cricket, real impact
The next day, Celebration Square in Mississauga was transformed into a vibrant cricket hub. Multiple pitches, food trucks, music stages, sponsor booths, media cameras, and community families converged to play, cheer, and honor loved ones.
More than 400 participants showed up. Some were cancer survivors. Others played for friends and family they’d lost. Everyone came to raise money—and hope.
From opening ceremonies with heartfelt speeches by cancer survivor Ganesh Radhakrishnan and daughter Aditi, to the celebrity match in the afternoon, the event struck a balance between festivity and purpose.
Teams like Gupta Titans (top fundraisers with over CAN $200,000) and Roti Wicketeers (winners of the Community Cup) earned their draft picks—and their celebration. TD Bank, the presenting sponsor, helped power the campaign with meaningful support and visibility.
The emotional core, however, remained grounded in the purpose.
“I was telling the team at Princess Margaret that our communities wanted to be part of this,” said Harper. “They tagged us in, and we came and carried the fire with them.”
A community-driven case study
What makes Cricket to Conquer Cancer stand out isn’t just the dollars raised—it’s the model it created.
“We knew we were onto something,” Sahni said. “Immigrant and multicultural communities are incredibly giving. Giving is part of their belief system. But we needed to build the case study—something we could show to corporate Canada, the media, the community. I think we delivered that in spades.”
“This isn’t just an extraction event,” added Harper. “We’re not just taking from the community. We’re giving education, awareness, access. We’re helping people feel seen. And that’s what builds long-term value.”
Sahni agreed: “This is year one of many. That’s our hope, our belief.”
What cricket can do
For Cricexec readers around the world, Cricket to Conquer Cancer is a potent reminder of what cricket can be: a connector, a unifier, a vehicle for good.
“The cricket community showed up,” Harper emphasized. “Umpires gave up their day. Cricket Canada players leaned in. Jason Holder flew in just to stand beside Carlos. This is what happens when we hold hands together and take it as far as we can.”
Even international media took notice, with coverage from CBC, the Toronto Star, and local outlets showcasing cricket as an engine for charity—not just competition.
In a world often defined by what divides us, this weekend in Mississauga revealed what cricket can build: belonging, purpose, and real-world impact.
Or as Brathwaite put it:
“We get to play cricket—and we get to raise money. What more could we ask for?”
