Inspired fans
Put the fan at the heart of our game to improve and personalise the cricket experience for all
Inspired fans: our focus
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Fan focused
We will improve the cricket experience for all and provide a consistently positive and welcoming experience, whether at an under 19s Twenty20 club match or an Ashes Test match. We will engage with our fans from our club members through to first-timers so we understand their needs and deliver outstanding experiences for all.
Focus
- Our fans.
Key local delivery partners
- All cricket organisations, leagues and clubs; broadcast, media and commercial partners.
People & play
- Boost the cricket experience for all – regardless of level, age or gender.
- Engage with fans to improve every experience, from our local clubs through to our Test match venues.
- Deliver a coordinated approach to communication and engagement with our fans across the recreational and professional game.
- Challenge whether the existing cricket offer meets the needs of attendeers and followers.
Places & processes
- Target investment to maintain high standards of customer experience in our venues and services.
- Invest in game wide systems and processes to personalise the match day experience and reward loyal fans.
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New audiences
We will reach out and attract new fans. Twenty20 cricket provides the best opportunity to increase fan numbers and fan engagement. It reflects and celebrates the vibrant diversity that exists within our game and provides the perfect vehicle to change perceptions and attract new audiences.
Focus
- Anyone that currently doesn’t follow or attend cricket.
Key local delivery partners
- ECB, MCC, FCCs, Minor Counties, CCBs, leagues and clubs.
People & play
- Develop a clear strategy for attracting new fans through Twenty20 cricket.
- Deliver family focused Twenty20 competitions in the school summer holidays.
- Develop partnerships with organisations outside cricket to access new audiences for the game.
- Simplify the narrative around cricket so that our competitions are attractive and easily understood by everyone.
Places & processes
- Connect our professional players to the public through joined-up media and partner activity.
- Invest in building strong competition brands that excite existing audiences and attract new fans to the game.
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Global stage
We will maximise the opportunities from hosting the ICC Women’s World Cup and ICC Champions Trophy in 2017 and the ICC Cricket World Cup in 2019. We will take cricket to new communities and audiences by aligning the tournament plans with those of the game to deliver More Play, Great Teams and Inspired Fans.
Focus
- The next generation of players and fans.
Key local delivery partners
- ICC, ECB Local Organising Committee, MCC, FCCs, Minor Counties, CCBs & delivery partners.
People & play
- Create a festival of cricket around each global tournament that inspires the next generation of players and fans.
- Introduce a new audience to our venues through accessible tournament ticket pricing (especially under 16s) and promotions aimed at first-timers.
- Deliver a long-term plan that integrates ICC Tournaments into cricket’s on going programmes to maximise their long-term impact.
- Create content for new audiences to understand and access the game for the first time.
Places & processes
- Showcase the world’s best teams by setting new standards for tournament administration, playing facilities and support.
- Build awareness of cricket and the tournaments through partnerships with national and local government and the education sector.
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Broadcast & digital
We will work with our broadcast channels and partners to inspire new and existing fans. The game will also prioritise digital to deliver cutting edge cricket related content and products. This will enhance the experience for all cricket fans and open up the game to new audiences.
Focus
- Our existing and potential fans.
Key local delivery partners
- ECB, FCCs, MCC, broadcast and media partners.
People & play
- Work with broadcast and commercial partners to optimise the reach of cricket in England & Wales.
- Introduce world-class digital products and content to support the growth of the game and maximise the reach of content.
- Excite fans that cannot attend a game through exceptional smartphone and tablet experiences.
- Provide access to statistics, footage and physical performance data to inspire fans.
Places & processes
- Invest in connectivity at our venues to improve match day experience.
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Measure success by
The number of people in England & Wales who have an interest in cricket
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Measure success by
The number of under 16s who attend professional cricket matches