Emma White is currently the only female CEO in among the eighteen First Class county clubs in England and Wales. She stepped into the world of county cricket not with hesitation but with a clear vision: transform Leicestershire County Cricket Club into a thriving hub of sport, community, and commercial success. Known across the UK and Ireland for her dynamic leadership, White brings more than two decades of experience in sports and events, having driven growth and innovation across racecourses, rugby clubs, and consultancy ventures.

Before taking the helm at Leicestershire in September 2025, White built a reputation for operational excellence and strategic foresight. As General Manager at Go Racing in Yorkshire, Sedgefield Racecourse, and Limerick Racecourse, she oversaw full operational responsibility for major racing fixtures and events, consistently increasing attendance and forging high-profile media partnerships. Her tenure at Doncaster Rugby Club as Managing Director and her consultancy, E&L White, further solidified her expertise in event strategy, sponsorship, and stakeholder engagement.

White’s approach to cricket mirrors her broader philosophy: combine fiscal prudence with bold, audience-focused initiatives. “There is not a chance we are even looking to spend any of that hundred money until we have a financially stable and sustainable business,” she explained in a recent interview, referencing the transformative funding from The Hundred tournament. Instead, her early efforts have focused on retiring debt, optimizing commercial operations, and enhancing fan experiences across all formats. She emphasizes leveraging existing assets creatively, from refurbishing facilities to curating family-friendly matchday atmospheres, to draw both traditional supporters and new audiences into Grace Road.

Community engagement is central to White’s strategy. She is actively reaching out to Leicester’s diverse populations, particularly the Asian community, recognizing their passion for cricket and the untapped potential for growth. “I’m not the kind of CEO that sits at their desk,” White says. “I’m getting out there and meeting leaders of those communities to ask the question: why aren’t you coming?” Her hands-on leadership style is complemented by a commitment to long-term planning and sustainability, ensuring that the club’s success is both commercially viable and culturally inclusive.

White also recognizes the broader challenges facing English county cricket. She advocates for a seamless fan journey across formats, from the explosive excitement of The Hundred and T20 Blast to the strategic depth of four-day matches. Her vision encompasses not only maximizing attendances but cultivating a generation of cricket enthusiasts who appreciate the full spectrum of the game.