The England & Wales Cricket Board (ECB) has entered a multi‑year partnership with digital remittance provider Remitly, aimed at strengthening inclusion, celebrating cultural diversity, and supporting the South Asian Cricket Academy (SACA)—a key ECB-backed development initiative
Connecting cricket and communities
Debuting during the summer series featuring England’s men’s, women’s and disability teams against India, the collaboration highlights cricket’s cultural significance among the UK’s South Asian, African, and Caribbean diasporas—13 million strong and growing.
“Cricket unites communities, crosses borders, and brings generations together,” said Rina Hahn, CMO at Remitly. “We’re honoured to play a role in building a more inclusive game and a more connected world”.
ECB and Remitly on inclusive ambition
Affiliate statement from Alex Perkins, ECB Commercial Director: “Together, we are investing in programmes and pathways that ensure cricket is truly a game for everyone”.
Boosting South Asian talent with SACA
SACA—founded in 2020 by PhD researcher Tom Brown—provides free training in four UK hubs for British South Asian cricketers aged 18 or over. Now, supported by ECB and Remitly, it offers winter coaching and summer fixtures vs county 2nd XIs.
Tom Brown said: “Support from partners like Remitly helps turn potential into progress… making sure that young people from all backgrounds can see a future for themselves in cricket”.
Cultural synergy and long‑term inclusion
Remitly’s global remit aligns with cricket’s diaspora audiences. The ECB has deepened its South Asian engagement since launching the South Asian Action Plan in 2018, with initiatives like urban pitches, grassroots events, and the “Taste of Cricket” campaign.
The Remitly partnership extends this work, embedding inclusion not only in grassroots participation but also in elite pathways and broadcast visibility.
