The ECB’s five-year strategy, Inspiring Generations, to grow the game was launched in 2020 with the aim to inspire a new generation to believe that ‘cricket is a game for me’.
The ECB, in conjunction with the whole game, has refreshed our Inspiring Generations strategy for the 2025-28 period. This includes aspirations at all levels of the game, from grassroots to the elite game, and sets out a blueprint for how cricket can become the most inclusive team sport.
The strategy sets out three key aims:
To become the most inclusive team sport
To grow and unite the game
To lead the game through global transformation
The next four years present an opportunity for generational change, and to ensure future generations can say that ‘cricket is a game for me’. Some of the headline ambitions in the document include:
Expanding the numbers of people engaging with cricket – through playing, watching, attending or following online – to an average of 14m each year.
Growing the number of children playing cricket in an average week by 10%.
Making further progress in improving visibility, profile and access across the game for women and girls to drive the perception of cricket as a gender-equal sport.
Measurably improving cricket’s diversity, inclusion, equity and fair access.
Ensuring the health of the men’s and women’s professional game, supporting 18 high-performing, inclusive and financially sustainable professional counties.
A more detailed breakdown of the strategy can be seen below, and the full document can be read here.