ECB reveals plan to better engage with South Asian communities

The ECB has announced its action plan to transform the way it engages with South Asian communities and draw more players, fans and volunteers into the game at all levels.

It is part of the body’s ongoing mission to place participation at the heart of its strategy, and recognises that although 30 per cent of recreational players are from South Asian communities, the mainstream system is not currently tailored to their needs.

Cricketers in this demographic have often suffered a lack of facilities at recreational level and a relative lack of access to county development pathways.

The ECB’s plan is set to launch with a series of events in three ‘core cities’ including a Chance to Shine Street Tape-ball competition at Sparkhill Park in Birmingham, a schools’ cricket competition at Bradford Park Avenue Cricket Ground in Yorkshire and a women’s and girls’ session at Leyton County Ground Sport Centre in East London.

ECB chief executive Tom Harrison said: “Cricket is a force for good in society and our job is to ensure that it makes a positive impact on as many people’s lives as possible.

England and Worcestershire’s Moeen Ali said: “Growing up in inner-city Birmingham, I fully understand some of the challenges and barriers for young South Asian cricketers and I see many of those challenges now when I help my Dad coach at his cricket academy.

“Many parents are still struggling to afford kit for their kids and the new bursaries will give emerging players the opportunity to continue to improve and develop in the game.

“In the next six months, England’s men play against Pakistan, India and Sri Lanka and as well as hoping to play my part on the pitch, I’m looking forward to seeing a new generation of players, fans and coaches coming into the game.”

Heather Knight, captain of the England’s World Cup-winning women’s team, said: “Hearing the noise of the crowd in last summer’s ICC Women’s World Cup Final against India gave a really great indication of the untapped potential we have in our game.

“There was real passion and vibrancy and much of it came from people who may not traditionally have come to watch cricket. It’s so important that we speak to new audiences and engage new fans especially women and girls and South Asian communities.”