ICC launches strategy for Global Growth

The International Cricket Council today unveiled its global growth strategy which places women’s cricket firmly at the heart of its long-term ambitions. The strategy which has been developed in partnership with ICC Members is aimed at strengthening, growing, and protecting the game with the vision of more players, more fans and more nations enjoying cricket.
The strategic pillars of strengthen, grow, and protect will be underpinned by digital transformation of the sport to support Members to connect directly with fans and build capacity.

Strengthen

To strengthen the sport and drive greater engagement from what already exists, the ICC will deliver competitive cricket with context for all Members, invest in and grow women’s cricket, build cricket among Associate Members and deepen fans’ connection through digital transformation, including the ongoing development of ICC.tv, the direct to fan platform and with the development of a mobile game.

Grow

To grow the sport through more people and more places, the ICC will focus on getting more people playing and engaging with cricket through its criiio entry level programme and enhanced education programmes for coaches, officials, and curators. Female participation will be prioritised as will key identified new markets to drive targeted growth, the first of which will be the USA. Olympic inclusion is also considered a central plank of growing cricket globally.

Protect

Protecting the integrity of the sport and inspiring trust among fans is the third pillar of the strategic framework. Providing an environment that is safe for all participants and brings to life the spirit of cricket will be a key area of focus along with the continued commitment to leading the way in delivering a corruption free sport. Additionally, the ICC Cricket 4 Good programme will be developed to harness the power of more than one billion fans to build a better future.

In addition to the framework, six strategic priority projects have been highlighted in the strategy as the sport looks to build and consolidate on recent success.