Western Australia Cricket has unveiled a major new campaign titled Her Way, aimed at expanding the involvement of women and girls in cricket across all levels of the sport — from grassroots playing fields to boardroom leadership.
Launched ahead of the 2025–26 cricket season, Her Way consolidates all of WA Cricket’s programs, pathways, and opportunities for women and girls under one inclusive and empowering brand. The campaign will support participation in playing, coaching, umpiring, volunteering, and governance — all “her way.”
Her Way: A strategic push for female participation and leadership
Backed by federal funding from the Australian Government’s Play Our Way initiative, Cricket Australia’s Growing Cricket for Girls Fund, and WA Cricket Philanthropy, Her Way is positioned as a bold step in transforming the landscape of cricket in Western Australia.
WA Cricket says the initiative will foster a safe, welcoming, and community-led environment that nurtures a lifelong love for the game among women and girls. Through a unified approach, Her Way aims to create a more inclusive cricket ecosystem by:
Increasing female participation in playing, coaching, umpiring, and volunteering
Promoting more women into leadership and decision-making roles
Expanding the training and development of female coaches and officials
Enhancing visibility of female role models and pathways for young girls
“Her Way is about ensuring that every girl and woman sees cricket as a place where they belong, thrive and lead,” said WA Cricket CEO John Stephenson.
“Whether it’s playing on the weekend, coaching a local team, umpiring, or helping shape the future of the game, Her Way provides a platform to step in – and stay in – cricket,” Stephenson added.
Campaign tools and rollout for clubs and associations
The Her Way campaign will feature a dedicated webpage, downloadable club resources, and a full suite of marketing and promotional tools to ensure consistent messaging and visibility across the state.
Jo Davies, WA Cricket’s General Manager of Community Cricket, emphasized the importance of grassroots implementation:
“We’ve seen the positive impact that inclusive, community-first initiatives can have – and Her Way will take that to the next level.”
“This campaign helps Clubs and communities deliver consistent, visible opportunities for girls and women of all ages to get involved in the game and feel genuinely welcomed,” Davies said. “From first-time participants to emerging leaders and coaches, Her Way is about opening the door and showing what’s possible.”
As a new strategic pillar of WA Cricket’s inclusion and participation agenda, Her Way builds on the organization’s track record in registration growth, retention, and community engagement. WA Cricket says it believes everyone should have the opportunity to experience the joy and community of cricket — on their terms.
With Her Way, that opportunity is now clearer and more accessible than ever.
