The five-year strategic plan for Australian cricket 2022-2027
Welcome
This is our nation’s game. A game that has been uniting Australians for well over a century. We continue to honour Australian cricket’s long and proud history. We acknowledge our responsibility as custodians of the game, balancing tradition with taking the game forward and inspiring generations to come.
DR LACHLAN HENDERSON Chair, Cricket Australia
It is with pleasure that we introduce the next five-year strategic plan for Australian cricket.
Where the Game Grows is underpinned by the ultimate belief that cricket is truly a game for all; one that has incredible power to bring people and communities together, improve lives and create positive change, both on and off the field. This strategic plan comes at a very important time for our sport.
As we emerge from the pandemic, we recognise that the world around us, what our participants and fans expect and how they engage with the game, continues to change at an ever-increasing rate.
STRONG FOUNDATIONS
Looking ahead, it is important to recognise that we are building from strong foundations and progress achieved during the last strategic plan.
Focus and investment has created momentum in growing cricket as a sport for women and girls, with the standalone WBBL developing into the leading female domestic T20 competition in the world.
Immediately before the pandemic, the ICC Women’s T20 World Cup 2020 demonstrated what is possible when we think big and work together to achieve ambitious goals, with over 86,000 attending the final. While our elite cricketers provide inspiration, participation at community level is the lifeblood of the sport. The introduction of Woolworths Cricket Blast and modified junior formats for kids has contributed to increases in registered participation and retention of junior club cricketers.
SUCCESS THROUGH CHALLENGING TIMES
The global pandemic has presented undeniable challenges, throughout which Australian cricket has demonstrated its collective strength and resilience. The commitment and sacrifice of players, match officials, volunteers, partners and staff meant that we were able to continue to play cricket, protect revenue coming into the sport and create memorable moments that brought joy to fans both here in Australia and around the world.
During this time, our national teams have enjoyed success on the field with both women’s and men’s teams winning Ashes Series and World Cups. The spirit in which the game has been played has made Australians proud with historic overseas tours to Pakistan, Sri Lanka and Ireland, demonstrating our commitment to help grow the game globally.
Domestically, the commitment of players, match officials and staff meant that all 240 W/BBL matches were played through the two seasons of the pandemic and more recently we have seen the resumption of National Age Group, Inclusion and Indigenous Championships.
The challenge and opportunity ahead is to build on the passion, dedication and ingenuity demonstrated though the pandemic, and to apply our collective effort to those priorities that will take the game forward to achieve its full potential.
WORKING TOGETHER
Insights and contributions from across Australian cricket have informed the creation of an ambitious and rigorous strategic plan, which can only be delivered by working together.
We have a clear plan and targets that will enable us to deliver on our goals across four strategic pillars and ten strategic priorities, with clear time horizons and the flexibility to adapt and respond to the rapidly changing environment.
Where the Game Grows seeks to drive bold, transformative change in digital experiences, junior participation, culturally diverse inclusion, gender equality, sustainability, reimagining the W/BBL, connection through storytelling and playing our part in developing the game globally.
THANK YOU
It is people who make our game. Whether it is playing, officiating, volunteering or administrative staff, we strive to make cricket a brilliant place to play and work, providing opportunities and experiences to attract and retain the best talent and supporting everyone to achieve their aspirations.
As we look towards the future, I would like to thank everyone across the game for your inspirational efforts and commitment as we work to unite and inspire everyone to love and play cricket and in so doing make cricket a sport for all that makes Australians proud. Join us!
Nick Hockley CEO, Cricket Australia
Dominic Baker
CEO, Cricket Tasmania
Charlie Hodgson
CEO, South Australian Cricket Association
Olivia Thornton
CEO, Cricket Australian Capital Territory
Joel Morrison
CEO, Northern Territory Cricket
Nick Cummins
CEO, Cricket Victoria
Lee Germon
CEO, Cricket New South Wales
Terry Svenson
CEO, Queensland Cricket
Christina Matthews
CEO, Western Australian Cricket Association
A rapidly changing environment
DEVELOPING OUR STRATEGIC PLAN
The contribution of over 10,000 stakeholders has helped to shape our strategic plan
Covid has sharpened focus on purpose, priorities and financial sustainability
Increasing expectations of product experience and personalisation
Global cricket is changing rapidly with introduction of private investment and new domestic T20 leagues
Community expectations have shifted around several social issues and a greater focus on climate change
Highly competitive battle for fans’ attention
The game needs to reflect and cater for our diverse and multicultural community
10,000+ fans and lovers of cricket
Informed the strategic plan through national surveys, match day reviews, NPS and community survey over the last five years
150+ cricket experts
Contributed through working groups, planning teams and engagement sessions to critique, challenge and refine
25+ business leaders
Set the course for the Australian cricket strategic plan
WHERE THE GAME GROWS
OUR STRATEGIC
OUR PURPOSE
TO UNITE AND INSPIRE EVERYONE TO LOVE AND PLAY CRICKET
Cricket is so much more than just a game, it brings people together and binds us all through our shared passion and experiences. It has the power to inspire kids to achieve things they never thought they could; it has the power to improve the mental and physical wellbeing of Australians, no matter who they are; it has the power to unite communities, improve lives and create memories that last a lifetime.
Where the Game Grows is underpinned by the ultimate belief that cricket is truly a game for all; one that has incredible power to bring people together and benefit society, both on and off the field.
It celebrates and respects our proud history while looking bravely toward the future as we seek to drive bold, transformative change in digital experiences, junior participation, culturally diverse inclusion, gender equality, sustainability, reimagining the W/BBL, player connection through story-telling and playing our part in developing the game globally.
OUR VISION
A SPORT FOR ALL THAT MAKES AUSTRALIANS PROUD
We fundamentally believe that cricket is a sport to be enjoyed by everyone, regardless of age, gender, ability or cultural background and strive to make cricket as inclusive, respectful and welcoming as possible. Cricket Australia and the State and Territory Associations – as well as our national teams and the players who represent us all – will continue to work tirelessly to make Australians proud of our national game.
BRILLIANT EXPERIENCES
GLOBALLY LEADING FAN, PLAYER AND VOLUNTEER EXPERIENCES
Cricket is Australia’s national sport with more than 8 million fans, players and volunteers across the country. To ensure their continued love and engagement with cricket, we will provide them with unrivalled experiences through events, programs and products.
We will create connected customer journeys offering exciting cricket options for our fans to enjoy and engage with, creating more unforgettable moments both on and off the pitch. BBL and WBBL will be part of every family’s summer, combining the best of cricket, entertainment and fan engagement.
We will connect and engage with new and existing BBL and WBBL fans, optimising attendance and value for our partners, players and fans.
BBL brings together an interesting mix of cricket fans who follow many international teams. The Strikers ‘Blue Crew’ is a revolving and diverse group of around 50 people who fill a bay at matches and lead the celebrations for fans with drummers, cool costumes, fun and lots of energy.”
ELISA HUCKEL Member of Strikers Blue Crew
The game grows when everyone has brilliant experiences
01.
DEVELOP OUTSTANDING DIGITAL, BROADCAST AND LIVE EXPERIENCES THAT WOW OUR CUSTOMERS
Our key objectives
Deliver personalised experiences
Drive deeper customer connection to cricket by linking participation and fandom
Curate world-leading broadcast, digital and live experiences leveraging technology and partnerships
Embed a customer-centric culture across Australian cricket
02. GROW THE WBBL AND BBL AS THE ULTIMATE SUMMER SPORT AND ENTERTAINMENT PROPOSITION
Our key objectives
Achieve record attendance
• Create amazing experiences for kids and families at the game
Deliver world-class cricket with the best players, exciting matches and content
• Become brilliant at storytelling
Strengthen commercial and entrepreneurial mindset
• Underpinned by world-class league and club models
OUR KEY MEASURE FOR SUCCESS
Highest viewership among Australian sports
Increased NPS across experiences for fans, participants and volunteers
OUR KEY MEASURE FOR SUCCESS
2.4m average attendance to cricket matches each year
>1.25m of that annual attendance from the Big Bash Leagues
Early Progress
Introducing new platform, Play HQ, to make it easier for participants to enjoy cricket
INSPIRATIONAL PLAYERS & TEAMS
CREATING ROLE MODELS AND ICONS THAT INSPIRE THE FUTURE
Our elite teams represent the pinnacle of cricket in our country, and we want cricketers at all levels to be inspired by their achievements and dream of playing on the highest stage.
We will deliver a world-leading high-performance system that supports the development of players, coaches and officials both on and off-field.
We will provide the support to ensure our national and international players achieve their full potential and become role models with strong connections to cricket’s heritage and the community. Their accomplishments and stories will be a source of pride for all Australians and create deeper connections with cricket.
We talk a lot about our values and now they have just become my own personal values. Some of the best conversations just happen in the nets where Anna or Meg will just give me advice and it’s unreal.”
RHYS MCKENNA, 17yrs Victoria and Melbourne Stars
The game grows with celebrated role models who make us proud
05.
ENHANCE OUR LEADING INTERNATIONAL AND DOMESTIC COMPETITIONS, SYSTEMS AND PROGRAMS THAT DEVELOP GREAT PLAYERS, COACHES AND MATCH OFFICIALS
Our key objectives
• Champion a world-leading high performance cricket system
• Attract premium international opportunities, series and tours
Sustain high quality domestic competitions and pathway programs
06. STRENGTHEN CONNECTION WITH CRICKET’S PAST AND PRESENT ROLE MODELS WHOSE PERFORMANCES AND STORIES INSPIRE OUR NATION
Our key objectives
Develop great people and role models
Enhance player connection with fans through storytelling
• Nurture cricket’s heritage through partnerships and structured engagement
Early Progress
OUR KEY MEASURE FOR SUCCESS
≥3 (women)
≥3 (men) ICC trophies won by our elite teams, alongside victories in key series across the strategic cycle
OUR KEY MEASURE FOR SUCCESS
20+ Average Net Promoter Score for our National Teams
Continually generate new content on cricket.com.au to bring fans closer to our teams
ENABLERS
MAKING OUR VISION A REALITY
To achieve our goals we will work efficiently and cooperatively at all levels to deliver cricket in all its forms, as one united and aligned Australian cricket system.
Our people drive and deliver our success. We will provide the support and create the high-performance culture and environment that helps them thrive and makes Australian cricket a great place to work.
We cannot do it alone. We are fortunate to have long-term partnerships with leading organisations across sponsors, broadcasters, suppliers, venues and governments that help build relationships across the community. We will continue to align objectives and activities to grow the game and maximise mutual value and impact.
Data and analytics will guide our decision making. Improved technical capability will be vital to deliver our strategic goals.
Our people are the heart of our organisation and are so passionate about what they do. This strategy will enable us to continue to build a positive and inclusive culture across all of Australian cricket.”
CARLA BRAYN General Manager of People and Culture, WACA
The game grows with the right capabilities and culture across Australian cricket
E1. UNITED AND ALIGNED AUSTRALIAN CRICKET SYSTEM
Our key objectives
• Grow and strengthen relationships at all levels across the Australian cricket system
Clear roles and responsibilities
Increase sharing of information and data to provide value for all
E2. PEOPLE, CULTURE AND CAPABILITY
Our key objectives
Attract and retain the best talent
People enjoy their work, and are supported to continue to stretch, learn, progress and develop
• Invest in priority capabilities for Australian cricket to deliver on its strategic ambition
• Ensure a diverse and inclusive workforce within the Australian cricket system
Create a high-performance culture founded on leadership, respect and integrity
E3.
PURPOSE-LED PARTNERSHIPS
Our key objectives
• Deepen our partnerships with purpose-driven organisations that support the vision of Australian cricket
Seek new partners to introduce further innovation to the game
E4. DATA AND ANALYTICS
Our key objectives
• Build high data literacy across Australian cricket and open up data-usage
• Ensure our data and technology foundations support the delivery of Brilliant Experiences
Protect and govern our assets
• Leverage our data for optimised decision making
Early Progress
NFT launch: We will continue to leverage new and emerging technologies. Our partnership with Rario, Block Trust and the ACA to bring Australian cricket to the Metaverse is a great example of the innovation we will continue to bring.
OUR FOUR ACTION PLANS
WOMEN AND GIRLS ACTION PLAN
To accelerate the growth of cricket for women and girls, we will build on our existing initiatives and develop an action plan to drive increased participation, engagement and representation of women and girls at all levels of Australian cricket.
MULTICULTURAL ACTION PLAN
With the ICC Men’s T20 World Cup 2022 as a springboard, we will make cricket more accessible for participants from culturally diverse communities in Australia, particularly from the cricketloving cultures of South Asia. This is one of the fastest growing demographics in the country and the passion for the game will help unite and inspire everyone to love and play cricket – a sport where everyone belongs – a sport for all.
TO DELIVER OUR VISION AS A SPORT FOR ALL THAT MAKES AUSTRALIANS PROUD, WE WILL PUBLISH FOUR TARGETED ACTION PLANS OVER THE COURSE OF THIS STRATEGIC PLAN
RECONCILIATION ACTION PLAN (RAP)
Building on the momentum of our existing Reconciliation Action Plan (RAP) December 2019 – December 2022, we will develop the third iteration of our RAP, accelerating our work to inspire and unite our nation’s First Peoples and non-Indigenous Australians to find common ground and connect through cricket.
As the national sport of Australia, we know that what we do off the field has just as much impact on our society as what we do on the field.
To truly be a sport for all Australians, we must take a leading role in our society and have a positive impact on the lives of our communities.
ENVIRONMENTAL SUSTAINABILITY ACTION PLAN
Cricket is a quintessential part of the Australian summer. However, recent years have shown how vulnerable our game is to a changing climate. The Environmental Sustainability Action Plan will outline Australian cricket’s baseline and commitment to improve by setting actionable targets and measures that will drive positive change across the cricket ecosystem.
Cricket Connecting Country
Celebrating ten years of the Big Bash Leagues
THE BIG BASH HAS TRANSFORMED CRICKET IN AUSTRALIA, WITH MILLIONS SPENDING INCREDIBLE SUMMER EVENINGS ENJOYING WORLD-CLASS ENTERTAINMENT.
STARTING THE SHOW
80,000 FANS at MCG for the Melbourne derby in 2016
3674 RUNS
Beth Mooney
Highest scorer in WBBL history
MOST WATCHED SPORTS LEAGUES in Australia (by avg. TV audience)
HIGHEST CLUB SCORE IN T20
Stars against Hurricanes in BBL|11
22 FOURS
Glenn Maxwell
Highest in a T20 innings
INNOVATIVE
From the Bash Boost to the X-factor sub
and building for the next ten years
REBOUND
BBL|12
WBBL|08
Our key objectives
Create the best possible window and schedule for this season’s competitions
Ensure the best possible overseas talent take part in both competitions
• Optimise the availability of CA contracted Australian players for both competitions
Deliver a new venues strategy to create unique events for multiple regions
Increased marketing investment to drive even greater attendance at all 120 Big Bash matches
REIMAGINE
BBL|13
WBBL|09 AND BEYOND
Our key objectives
Achieve record attendance
Target 1.25 million attendees each year
• Deliver amazing experiences for kids and families With a focus on selling tickets and creating memorable events.
Deliver world-class cricket with the best players, exciting matches and content Elite competitions, on and off the field, that drive stronger connections with fans.
Become brilliant at storytelling Showcase the stars, rivalries, drama, and history of the Big Bash.
• Strengthen commercial and entrepreneurial mindset across the leagues Continue to push boundaries and innovate.
• Underpinned by world-class league and club models
The Big Bash Leagues will be the best run leagues in the world and the favourite leagues for players.
