Last May, I wrote a post on a tiny blog I had started to rail against problems in English cricket. This post was about the ECB’s latest initiative, All Stars Cricket, and how I believed it to be a colossal failure. Virtually no one read it though, because I’m a nobody with barely any Twitter followers and I never played professional cricket (which appears to be a prerequisite for cricket journalism nowadays). One of the handful of people who did read it was thelegglance, and he liked it enough to repost it here on BOC. That one post got me in the door here, and I’ve since been lucky enough since to be invited to the inside of Being Outside Cricket.
This week marks the opening of the sign up period for kids to join this year’s edition of All Stars Cricket. Assuming your local club has filled in the necessary forms online, you will be able to register your kids for it very soon. For £40 your 5-8 year old kid can have their own personalised cricket kit delivered right to your door, plus 8 sessions at your local cricket club. This might come as a surprise to you, because there hasn’t been much publicity about it so far. If I wasn’t researching this article, I’m honestly not sure that I would have known.
So it would appear that the ECB have not learnt their lesson from last year, when they failed to market the scheme effectively despite some grand promises made during the launch event last March. So what has changed from last year? The answer, unsurprisingly, is not much.
If your kid still has last year’s kits and you were wondering if they could just use that and save yourself £35, the answer is no. There is a new shirt design, and perhaps more crucially a set of stumps included in the kit bag. There are a few minor alterations to the kits the club can get too, the standout part of which for me was that they are now offering “female specific clothing” for ‘Activators’, the ECB’s buzzword for coaches and volunteers.
As I said at the start of this post, I’ve been lucky enough to be here for almost a year now. In that time, I don’t think I’ve ever sworn on the site. I have only ever gone as far as saying ‘shit’ a few times on my Twitter (and admittedly a few gifs of people extending their middle finger). I am not a person who likes to swear. But the ECB apparently launched this scheme with the assumption that women wouldn’t be a part of their “major grassroots initiative” to increase participation in cricket. In 2017? Seriously? Fuck these guys.
The Australian Blueprint
As you may know, the ECB’s All Stars Cricket scheme is more or less a direct copy of Cricket Australia’s in2CRICKET program. The ECB even hired Matt Dwyer, the man who had run the scheme for four years in Australia. It costs pretty much the same, it gives the kids pretty much the same equipment, and the activities are probably virtually the same too. It even has roughly the same number of kids as All Stars Cricket, with 35,731 kids taking part in Australia compared to around 37,000 in England and Wales.
Except, of course, that Australia has a much smaller population than England and Wales. Less than half, in fact. In2CRICKET’s participation figures are actually the equivalent of just over 83,000 if you take that into account, far beyond the figures for All Stars Cricket.
So what lessons can the ECB learn from Cricket Australia’s example? There are so many things that I almost don’t know where to start. Obviously the elephant in the room is that the sport is freely available in Australia, with live cricket appearing on free to air television. Kids see the game, like it, and want to play it. They not only like the game, they like the players. Most English players could walk down any High Street in the country with a fair chance of not being recognised. Obviously nothing is going to change about this situation for the next few years, but it needed to be said.
One thing I do wish the ECB might learn is consistency. In2CRICKET launched in 1996 as Have-A-Go Cricket and is now 21 years old. I’d honestly be amazed if All Stars Cricket managed to last 5 years. The ECB seem to have a predilection for launching new initiatives and scrapping old ones with barely a thought. No sooner has a club got themselves familiar with the status quo than the ECB will throw in a new scheme, often with more training and paperwork for the volunteers running the club. I would wager that constantly having to jump through hoops of the ECB’s devising is a major reason for people involved in clubs behind the scenes leaving the sport.
There is also a feeling with Cricket Australia’s youth development that everything is joined together and part of a larger plan. Whilst getting cricket into schools in England and Wales is largely done by the independent (and currently underfunded) Chance To Shine charity, in Australia it is done by Cricket Australia’s in2CRICKET Skills program. Whilst Chance To Shine claims to reach around 250,000 children per year in the UK, the Australian scheme reaches 500,000 every year. If we again consider the differences in population between the two countries, that is the equivalent of 1.16m children in England and Wales every year.
And what happens when the kids turn nine? Cricket Australia has a similar program for them too: the somewhat confusingly named Milo T20 Blast. Although it shares its name with our domestic T20 competition, it is in fact a more grown up version of All Stars Cricket aimed at 9-12 year olds.
All of which inexorably leads me to the conclusion that the ECB have failed to understand why youth participation in cricket is significantly higher in Australia than in England, and why Cricket Australia’s schemes are successful whilst theirs aren’t. Simply copying a single part of what is clearly an effective development framework is no more likely to work than teaching British kids how to speak Portuguese in the hope that it will make them play football like Ronaldo.
The ECB would contend that they do have a master plan for improving English cricket: Cricket Unleashed. All I can say is that if you can pick out a single substantive thing the ECB are going to do to increase participation on their website then you clearly understand business jargon a lot better than I, because the whole thing reads like vague nonsense to me.
Which leads us back to this year’s All Stars Cricket. By all accounts it is fun, and kids seem to love the personalised kit, so if your 5-8 year old kid is interested in cricket and you can spare £40 then there are probably worse ways to spend the money. But let’s not kid ourselves, All Stars Cricket is still not going to do what the ECB want it to do.
As always, comments welcome below.