South Asian Action Plan 4m

ECB to recruit 2,000 South Asian female mentors

ECB today announced £1.2 million in funding from the National Lottery awarded by Sport England to develop a network of 2,000 female role models to inspire the next generation of cricketers.

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ECB to recruit 2,000 South Asian female mentors

Amna Rafiq (left) has been influential in introducing scores of girls and women to cricket

England and Wales Cricket Board (ECB) today celebrated the progress already achieved via the South Asian Action Plan as it announced £1.2 million in funding to develop a network of 2,000 female role models. The grant from the National Lottery awarded by Sport England, will be used to retain, develop and expand cricket’s female volunteer network.

The new volunteer ‘activators’ will combine coaching and mentoring to inspire and support the next generation of cricketers.

They will support the delivery of All Stars Cricket, ECB’s entry-level-cricket programme for five to eight year olds, in seven cities and act as role models, showing young people the positive part that cricket can play in their lives.

The ambition to expand the female coaching network was one of the 11 key measures outlined in the ECB’s South Asian Action Plan, launched in May to transform the way cricket engages with British South Asian communities.

The South Asian Action Plan has 11 recommended actions

The South Asian Action Plan has 11 recommended actions

Thirty per cent of people surveyed during the consultation process for the plan said that more female coaches would encourage more South Asian women and girls to play the game.

The funding was celebrated at a special community event in Leicester today, with former champion England off spinner Graeme Swann, his Strictly partner Oti Mabuse, former leading England Women’s bowler Isa Guha and local school children from Coleman Primary School and Al Aqsa School all taking part in an All Stars Cricket session hosted by Leicestershire Community Engagement Officer, Amna Rafiq.

The Strictly stars joined women from around Leicester in a women’s cricket and Bollywood dance session, a fun-filled, 90-minute fitness session which combines cricket Bollywood dance routines with cricketing skills.

Graeme Swann, his Strictly Come Dancing partner Oti Mabuse and fellow former England bowler Isa Guha joined a cricket and Bollywood dance session

Graeme Swann, his Strictly Come Dancing partner Oti Mabuse and fellow former England bowler Isa Guha joined a cricket and Bollywood dance session

Leicester County Cricket Club Community Engagement Officer Amna Rafiq commented: “For me, growing up and getting into cricket, it wasn’t just about enjoying playing the game – which was important, it was the fact that I wanted to see women who looked like me and understood my heritage. I was fortunate that the mentors I had around me all understood my background and knew how to help develop my self-confidence and social skills.

“As a result of my own experiences, I’m incredibly passionate about this Action Plan and I know it’s already making a difference to the girls and young women that are involved in the programmes that I help run in Leicester. I’m working hard to ensure that I carry on the same style of mentoring for all the girls I’m working with. It’s all about encouraging them to get active, learn different skills and make new friends in a supportive and fun environment.”

The new volunteers will work in seven cities (Birmingham, Bradford, London, Leeds, Leicester Manchester and Nottingham) with a high South Asian population.

How is this pioneering coach inspiring the next generation of women cricketers?

After Amna Rafiq found barriers to playing cricket, she decided to do something about it. Here is her inspiring story, supported by NatWest.

Additional progress on the South Asian Action Plan includes:

  • Leyton Cricket Club in East London being chosen as the first pilot venue for the new Urban Cricket Centres, purpose-built sites specifically designed to provide cricket in urban areas
  • The installation of 58 non-turf pitches and renovation of 14 turf pitches in 2018 in Core Cities
  • The ECB T20 City Cuphas expanded to reach 16 cities

ECB Non-Executive Director Lord Kamlesh Patel said: “When we launched the Action Plan six months ago, we knew that there was a lot of hard work to be done and that a lot of people within the British South Asian community were counting on us to deliver on our promises.

“I’m pleased to say that in a relatively short space of time, progress has been made in a range of different areas including identifying our first Urban Cricket Centre and commissioning and installing 58 non-turf pitches. Today’s announcement of funding from Sport England shows that we are in a great position to deliver on another element of our plan.

He continued: “Of course there is still much to be done, however, by working closely with our key partners such as Sport England, SpringBoard, the British Asian Trust and the National Asian Cricket Council, we’re confident we will be able to ensure that cricket remains diverse and welcoming for all sections of the community.”

Jenny Betteridge, Sport England’s Strategic Lead for Volunteering, said: “We know that if you consistently don’t see people like you volunteering in sport and physical activity it is very difficult to think of that sport as something for you. That’s why attracting those who don’t normally volunteer has the potential to change the face of community sport across the country.

“We are delighted to award National Lottery funding to this important project working alongside the British South Asian communities to inspire women to get involved and hopefully go on to become leaders in cricket.  

“Not only do projects like this make volunteering and community sport more inclusive, they also directly benefit those giving their time by improving their mental and physical health, enabling them to meet new people, make friends and develop new skills.”

Former England Women’s cricketer Isa Guha said: “Coming up through the ranks of cricket as a woman of South Asian heritage, I’m acutely aware of the importance of attracting young girls from a diverse range of backgrounds to play our great game.

“Not only do we need to create new ways of interacting with these girls, such as the local Bolly Cric-Hit programme that’s been so successful in Leicester, we also need to invest in attracting women into coaching and facilitator roles to help train and nurture the next generation of stars. This funding from Sport England will go a long way towards helping us achieve this goal.”

If you’re interested in applying for one of our new roles, find out more about the City Programme Manager and City Programme Executive opportunities. 

If you would like to get involved in volunteering in your community or to find out more about the Action Plan, please visit

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This Privacy Policy explains how the England and Wales Cricket Board Limited (ECB) uses and protects your personal data, as well as your rights in respect of it, how to exercise your rights and how to contact us. 

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The ECB is the national governing body for cricket in England and Wales and is responsible for the growth of, and participation in, cricket from grass roots level all the way through to the professional game.  The ECB is behind a number of initiatives to help fans get involved including: 

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The ECB operates in many capacities, for example:

  • as an employer
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Data protection compliance

Unless we say otherwise in our Privacy Notice (in most cases, this will be the privacy notice you have been reading and which provided a link to this Privacy Policy) – we call this the ‘Relevant ECB Privacy Notice’ - the ECB is the data controller in respect of all personal data we obtain whether that is on one of the ECB’s websites or as a result of Our Relationship with you.  This means that we are responsible for ensuring that we do so in full compliance with data protection and all other related privacy laws.




Links to other websites

Please note, ECB websites and our other services may contain links to other websites (such as those of advertisers or our partners) that are not controlled by us, or our service providers.  These links are provided for your convenience.





If you are under 13, you will need to ask your parent or carer to register you for any ECB services you want to use (including apps), and will need the permission of your parent or carer before bookings and purchases can be made or you can take part in any games and events. 

We may require your parent or carer to confirm that they have given permission.  We may ask for their contact details so that we can check that they have done so and may carry out checks to confirm that the details you have given us are correct.

If you are under 13, we will normally only send newsletters and offers and opportunities to you if your parent or carer has given their consent to them being sent.  Your parents / carers can change their mind at any time (see ‘Invitations, newsletters, offers and opportunities’ below).

The information we collect and its sources

The information we obtain about you and its sources will depend on the nature of Our Relationship.  Specific detail will be in the Relevant ECB Privacy Notice but to give you a general idea we will generally obtain:

  • details of any devices you have used to interact with us
  • details of the ECB services and opportunities you have expressed an interest in, such as which of our websites you have used (and, maybe, which pages you have looked at)
  • contact details
  • date of birth, gender, nationality and ethnicity (in each case, where relevant)
  • details of any next of kin, family members and emergency contacts (in each case, where relevant)
  • information about other cricket organisations you have a relationship with such as County Cricket Boards, cricket clubs or cricket leagues
  • information about your eligibility to play, work for us, make purchases or take up our services
  • medical and injury information (where relevant)
  • payment details and details of returns or refunds (in each case, where relevant)
  • supporting information that is relevant to Our Relationship such as photographs for accreditations, clothing size for kit where we are supplying this, dietary requirements where you or someone else you are providing details for are attending an event or meeting where refreshments are being provided, allergy information or treatment that may need to be given
  • audio-visual materials such as photographs and video recordings
  • accreditations, qualifications and training
  • match and playing statistics
  • anti-doping, disciplinary, safeguarding and anti-corruption information, including DBS information (criminal records checks) (in each case, where relevant)
  • feedback
  • survey responses
  • your direct marketing preferences
  • records of your interactions with us such as telephone conversations, emails and other correspondence
  • details of any ‘consents’ you have given 

Some of this information will be obtained before any decisions about whether to enter into an arrangement with you is made and is needed to enable decisions to be made.

Where we obtain information

We obtain information from a wide variety of sources depending on the nature of Our Relationship or proposed relationship. 

Specific detail will be in the Relevant ECB Privacy Notice but to give you a general idea, we may obtain information:

  • directly from you (or from someone who is requesting goods or services for you or is providing references or other supporting information to support Our Relationship)
  • from other information we already hold as a result of Our Relationship
  • from any device you use to communicate with us such as when accessing ECB websites or apps, from telephone conversations, emails and written and verbal communications including blogs and social media interactions
  • from records of the goods and services provided to you. Some of this information may be obtained from the service providers we use, such as ticket agents
  • from talent scouts and scouting data providers, the media, coaches, umpires and other match officials
  • from third party data providers
  • from agents, representatives and family members

 We may supplement the information that you provide with other information that we obtain from our dealings with you (such as tickets you have purchased, newsletters you have subscribed to, events you or someone you book for have attended, your roles and achievements in cricket and details from other ECB services you have signed up for, use or have used, such as Play-Cricket and We Are England Supporters) or which we receive from other organisations, such as other cricket organisations, sponsors or commercial partners.

Apps, IP addresses, cookies and tracking tools


Most ECB apps do not involve us obtaining obvious user personal data that enables us to know who you are but, in order to enable the app to function and to help with analytics, the app functionality may mean we get some information that privacy laws designate as personal data.  This includes details of the app that has been downloaded and may include the age range of the user, their country of residence, the brand of the device used, the type and model of the device that the app has been downloaded to, user gender, interests (such as arts and entertainment, sport) and when the user firsts opens the app.  Analytics also automatically generates a unique identifier for each downloaded copy of the app to compute user metrics.  This is known as an ‘app instance identifier’. 

The ECB’s apps do not normally include an option for in-app purchases.

If you download an ECB app that involves us processing more clearly identifiable personal data or includes tracking for in-app purchases, the ECB will ensure you are provided with a Relevant ECB Privacy Notice to ensure you have the relevant privacy information.





IP addresses 

In order to understand how users use ECB websites and our services and the things they are interested in, we may collect your Internet Protocol addresses (also known as IP addresses).  Your IP address is a unique address that computer devices (such as PCs, tablets and smartphones) use to identify themselves and in order to communicate with other devices in the network.


In common with many other website operators, we may use standard technology called 'cookies' on ECB websites. Cookies are small pieces of information that are stored by your browser on your computer's hard drive and they are used to record how you navigate ECB websites on each visit.

Our cookies are used to enable us to develop ECB websites and to enable you to properly navigate them.  We use cookies to collect personal data to enable us to reflect our users’ interests and by noting who has seen which pages, properties and advertisements (including ‘click throughs’ from emails), how frequently particular pages are visited and to enable us to determine the most popular areas of ECB websites. We may use cookies to enrich your experience of using ECB websites by allowing us to tailor what you see to what we have learned about your preferences during your visits to our sites.  Sometimes we may use services of third parties and they may use cookies on our behalf in order to provide their services.

The cookies we use can be found in the Cookie Notice on each of the ECB websites that you visit.  You will see these as a ‘pop-up’ the first time you use the website and again if you use our website after having deleted our cookies for that website.

Preventing use of cookies

Most browsers automatically accept cookies, but you can usually change your browser to prevent cookies being stored.  With experience, you can usually choose to switch off all cookies or to allow only certain ‘trusted’ sites to place cookies.

For further information on cookies and Flash cookies and how to switch them off see the Information Commissioner’s website at or visit or



Tracking technology

Occasionally, we may use digital tracking (usually in a cookie) on ECB websites or in emails we send to you.  We use these to ensure you receive appropriate information and do not receive multiple communications about the same thing (such as ticketing offers) from different cricket-related organisations.

Preventing use of tracking technologies

If you stop cookies, this will normally stop any tracking from the website.  Where we plan to use tracking technology, we will ask for your consent. 


How we will use your information and the legal basis for doing so:

All personal data that we obtain about you and/or any other person whose details you provide will be recorded, used, and protected by us in accordance with current data protection legislation, any applicable terms of use, the Relevant ECB Privacy Notice and this Privacy Policy and any consents or other arrangements agreed with you (or those other persons) or on your / their behalf. 

 Typically we use personal data for:

  • administration - for registration and general administration (including verification and security checking), creating and administering login credentials and access controls for online services and dealing with any payments
  • delivery - to provide the goods and services you request from us (including helping you with any specific needs you or others in your group may have)
  • communication - to communicate with you
  • compliance - to comply with our legal responsibilities
  • safety and safeguarding - to ensure a safe environment to work in and for the enjoyment of cricket events and activities
  • records - for record-keeping purposes
  • market research - to carry out market research so that we can improve our offerings
  • service development - for research purposes and to enable us to understand requirements and develop cricket-related services
  • social inclusion - to keep under review equal opportunities within cricket and/or ethnicity information to enable us to monitor and ensure compliance with anti-discrimination policies and/or to comply with our obligations to Sport England
  • analysis - to track and analyse activity on ECB websites and to understand the interests and views of all those involved in cricket
  • getting to know you - to create an individual profile for you so that we can enhance your user experience, to understand and respect your preferences and to provide updates and details of relevant opportunities where you have agreed to receive them 

Consent and lawful processing of personal data

The legal basis for the collection and processing of your personal data depends on the type of information, the purpose for which we use it and the nature of Our Relationship.  There are a large number of legal bases for our use of personal data such as to enable us to comply with our legal responsibilities (for example a contract we have with you or which the law imposes on us) or that the processing is in our legitimate interests (for example to uphold standards and ensure the reputation of and opportunities in cricket are enhanced) or for establishing and dealing with any legal claims.  Apart from direct marketing, social inclusion or dealing with medical needs, we rarely rely on consent. 

A comprehensive explanation is set out in the Relevant ECB Privacy Notice

Disclosing your information

In order to provide our products and services, to act as the national governing body for cricket and to operate our business, we need to share relevant information with certain other organisations.  The Relevant ECB Privacy Notice has specific details. 

We may, occasionally, appoint other organisations to carry out some of the processing activities on our behalf. These may include, for example, technology hosts, printing companies and mailing houses. In these circumstances, we will ensure that personal data is properly protected and that it is only used in accordance with the Relevant ECB Privacy Notice and our Privacy Policy. 

Cricket organisations

As the national governing body for cricket, the ECB has relationships with other cricket related organisations such as First Class Cricket Counties, the National Counties Cricket Association, County Cricket Boards, cricket clubs and cricket leagues (each a Cricket Organisation) and some of the goods and services available on or through ECB websites are provided by those Cricket Organisations. Each Cricket Organisation has its own privacy practices and you should check that you are satisfied with them before you provide any personal data to them. 



You can view an up-to-date list of CRICKET ORGANISATIONS by clicking the link.

ECB commercial partners

The ECB teams up with a variety of sponsors and commercial partners each of which bring value to the game and many of them are happy to make offers and opportunities available to you so that you can also benefit from them being in the cricket family.

You can view an up-to-date list of ECB SPONSORS & PARTNERS by clicking the link.

Invitations, newsletters, offers and opportunities

The ECB, CRICKET ORGANISATIONS and ECB SPONSORS & PARTNERS would like to contact you and/or any person whose information you provide to us to invite you to enjoy other products and services (where you have agreed to us sending an invitation), to provide newsletters and to tell you and/or them about offers and opportunities that are available and about a range of other initiatives in a number of ways, including by post, text message, email or, for relevant services, push notification, personalised on-screen messages and social media.  

Preferences / Subscribe / Unsubscribe

Details of how to opt-in to or opt-out of receiving newsletters and details of offers are on relevant pages of ECB websites, in relevant forms you complete and/or in the message you receive. 

You and any other person whose information you have provided to us can change your/their mind about whether you/they wish to receive details of offers and opportunities at any time by using any of the methods shown below (see the section ‘How to contact us’ below) or by following the instructions provided with each offer you/they receive. 


We take the security of personal data seriously.  We employ security technology, including firewalls, and Secure Socket Layers to safeguard information and have procedures in place to ensure that our paper and computer systems and databases are protected against unauthorised disclosure, use, loss and damage and have robust protocols in place to deal with a data breach in the unlikely event one should occur. 

We only use third party service providers where we are satisfied that they provide adequate security for your personal data.


We may monitor or record telephone calls for security purposes and to improve the quality of the services we provide to you.

Data retention

The duration for which we keep your personal data depends on the type of information and the purpose for which we use it as well as the nature of Our Relationship.  Some information is kept for a very short time (such as website and app device data) but other information may be kept indefinitely (such as match statistics for professional players).  A detailed explanation is set out in the Relevant ECB Privacy Notice.

Use of your information outside of the United Kingdom

Unless we say otherwise in the Relevant ECB Privacy Notice you are given, we do not transfer personal data outside of the United Kingdom or the European Economic Area other than, potentially, to a few of our service providers in other parts of the world.  Wherever we transfer your personal data outside of the United Kingdom, we will take proper steps to ensure that it is protected in accordance with this Privacy Policy and applicable privacy laws. 

Changes to this Privacy Policy

Privacy laws and practice are constantly developing and we aim to meet high standards.  Our policies and procedures are, therefore, under continual review. We may, from time to time, update our security and privacy policies.  If we want to make any significant changes to the way in which we will use your personal data we will contact you directly and, if required, seek your consent. 

We will ensure ECB websites have our most up to date Privacy Policy and suggest that you visit our privacy pages periodically to review our latest version. 

Updating and correcting information

You may update or correct your personal data online in relevant membership areas or by contacting us in writing or by email (see the section ‘How to contact us’ below). Please include your name, address and/or email address when you contact us as this helps us to ensure that we accept amendments only from the correct person. We encourage you to promptly update your personal data if it changes. 

If you are providing updates or corrections about another person, we may require you to provide us with proof that you are authorised to provide that information to us.

Your rights:

You have a number of legal rights in respect of your personal data.



Your rights include:

Right of access.  The right to receive a copy of the personal data that we hold about you.  The same right applies to any other person whose personal data you provide to us.  We will require proof of identity and proof of authority if the request comes from someone other than the person whose data we are asked to provide.  This will ensure we only provide information to the correct person. 


Right to withdraw consent to direct marketing.  You can exercise this right at any time and can update your preferences yourself or ask us to do it for you.  See section ‘Updating and correcting information’ above for details.


Right to withdraw consent to other processing.  Where the only legal basis for our processing your personal data is that we have your consent to do so, you may withdraw your consent to that processing at any time and we will have to stop processing your personal data.  Please note, this will only affect a new activity and does not mean that processing carried out before you withdrew your consent is unlawful.


Right to rectification.  If you consider any of your personal data is inaccurate, you can correct it yourself or ask us to do it for you (see section ‘Updating and correcting information’ above for details).


Right of restriction.  In limited circumstances you may be able to require us to restrict our processing of your personal data.  For example, if you consider what we hold is inaccurate and we disagree, the processing may be restricted until the accuracy has been verified.


Right of erasure.  In some circumstances, for example, where we have no legal basis for retaining your personal data, you may be entitled to require us to delete your personal data.


Right to object.  Where our processing is based on it being in our legitimate interests, your rights and freedoms, based on your particular situation, may enable you to object to our processing.


Right of portability.  Where you have provided personal data to us electronically, you may be entitled to require us to provide that data to you electronically or to transmit it to another organisation.



Right to complain.  If you have any concerns or complaints about how we are handling your personal data we would prefer you to get in touch with us directly so that we can try to resolve the (see ‘How to contact us’ below). You can also contact the Information Commissioner’s Office at


How to contact us:



Mail                                         Privacy Officer

                                                England and Wales Cricket Board Limited

                                                Lord’s Cricket Ground


                                                NW8 8QZ


Phone                                      0207 432 1200










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