ECB’s Bold Strategy to Make Cricket Accessible and Inclusive

The England and Wales Cricket Board (ECB) has introduced a new initiative to bring cricket coaching to secondary schools, aiming to expand the sport's reach in the state sector. Unveiled at Lord’s, this program is part of an update to the ECB’s "Inspiring Generations" strategy and follows last year’s Independent Commission for Equity in Cricket (ICEC) report.

Although 93% of British children attend state schools, the ICEC report found that privately educated students were 13 times more likely to become professional cricketers, with 58% of England’s 2021 men’s team from fee-paying schools. While the ECB has worked to reconnect with primary schools through the Chance to Shine charity, introducing over 7 million children to cricket since 2005, it now seeks to enhance cricket offerings in 500 state secondary schools by 2030, investing up to £26 million to improve facilities in 16 urban areas.

To maintain primary school ties, the ECB plans to offer free cricket sessions to 3.5 million students over the next six years, alongside revising talent pathways to boost state-school representation in county youth programs. Additionally, the South Asian Cricket Academy will support 70 players annually, and 21,000 young people will participate in the ACE program focused on African Caribbean communities.

These goals align with a long-term vision that extends to 2028, encompassing the Women’s World Cup in 2026, upcoming home Ashes series, and cricket’s Olympic return in 2028. Richard Gould, ECB’s CEO, described these steps as “the roadmap for cricket’s future over the next four years,” pointing out the ECB’s commitment to leading transformative change in the sport.

While many of these measures were in progress before the ICEC report, Deputy Chair Clare Connor acknowledged that the report accelerated efforts toward inclusivity, with the ECB implementing 60% of the recommendations within a year. Despite challenges in meeting ICEC’s equal pay recommendations for men’s and women’s cricket by 2030, the ECB introduced equal match fees in 2022 and will ensure rookie contracts in domestic cricket provide £20,000 for both genders by 2025.

However, the ECB's ambitions might face a funding challenge as they await the new government’s decision on a previously pledged £35 million grassroots investment. The ECB is optimistic that the upcoming Women’s World Cup will incentivise the government to follow through on this support, which was initially allocated to charities like Chance to Shine, Lord’s Taverners, and ACE. Connor noted, “Without this funding, our plans may be limited, but we’re hopeful the new government will recognise cricket’s impact and support our mission by spring.”