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Cricket Unleashed

There are five pillars which support the ECB's current strategic framework.

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Cricket Unleashed

Heather Knight holds up the World Cup

The ECB’s current strategic framework is called Cricket Unleashed. The full strategy can be found here.

It is ECB’s game-wide strategic framework to the end of 2019 and was created through extensive research and consultation across the game. It is built around five pillars:

More Play

The ECB will make the game more accessible and inspire the next generation of players, coaches, officials and volunteers, with a particular focus on families and the young.

Great Teams

The ECB will deliver winning men’s and women’s teams across the international and domestic spectrum that inspire and excite fans through on-field performance and their connection with the public on and off the field.

Inspired Fans

The fan will be at the heart of our game, our thinking and our events, to improve and personalise the cricket experience for all.

Good Governance & Social Responsibility

The ECB will make decisions in the best interests of the game and use the power of cricket to make a positive difference to communities around England and Wales. Protecting the integrity of our sport is critical and we will ensure we have the right governance and processes to achieve that.

Strong Finance & Operations

The ECB will increase the game's revenues, invest our resources wisely and administer them responsibly to secure the growth of the game.

Cricket Unleashed builds on ECB’s mission to make cricket the number one challenger sport in this country. We want cricket to dominate the narrative of the Summer and create great national moments that bring us all together. To do that, we want to grow cricket at all levels. We want it to be a simple, fun bat and ball game that anyone can play. 

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