Fateh to market women's game

Ahlya Fateh, the managing editor of Tatler magazine, has been appointed by the England and Wales Cricket Board to help shape the image of the England women's cricket team.

Ms Fateh, 38, will head up a group of three who will work with ECB staff to look at ways of promoting and marketing the England team, which recently won the ICC Women's World Cup in Australia.

Giles Clarke, the ECB chairman, said: “I am delighted that someone of Ahlya's experience, knowledge and undoubted talent has agreed to work with and advise the ECB on how best to adapt to this fast growing area of cricket.”

Charlotte Edwards led England to World Cup glory in Australia during February and March, to add to their Ashes crown

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Fateh added: “It is an extremely exciting project and I am thrilled at the prospect of helping the England women's cricket team.

"I am a big cricket fan - I have lived with it all my life as my father is a huge follower of the game.

“It will be interesting to see what someone from outside the game can bring to the table in terms of ideas and direction.”

In the next few weeks Fateh will select two other people to work with her on this project.

Clarke added: “Our women's team have great commercial and marketing potential.

“What is important though is that we have a professional, effective and structured approach and there is no doubt that Ahlya will ensure that is the case and will help take the women's team and, indeed the women's game, to new levels of interest and exposure.”