UPDATE 8th APRIL: Reforms have been agreed 

Last season, the CSA helped Lancashire cricket fans run a campaign and survey to be allowed to elect their own representatives to the club’s board and its member advisory body (Members’ Representative Group (MRG)). Whilst Lancashire cricketers did well on the field, off it, the club’s fans suffered so much bad service that the club was forced to cancel its MRG meeting in June simply to respond the huge volume of complaints.

Over 98% of people responding to the survey supported two specific goals of being able to elect people onto the MRG and to being allowed to elect up to two members to the board.

Lancashire discussed the matter with their MRG in August but in October sadly declined the proposals. The club still chooses who sits on the MRG. Access to board membership will remain subject to a nominations committee process which finds just one candidate for any board vacancy that members have the choice of ratifying or not. Lancashire explained they were concerned that opening up posts for election could result people with a lack of skills or passion for the well-being of the club being elected.

The CSA believes all cricket fans should be allowed a say in how the game is run and particularly so at county clubs like Lancashire which are owned by their members. We have supported Lancashire members in tabling two resolutions for discussion at the club’s AGM next year.

1) to require all future MRG appointments to be made after a suitable member nomination and election process and

2) to require the nominations committee to ensure at least two board members are chosen for their skills in member services/communications and to use their best endeavours to provide a choice of suitable candidates for the members to choose for these roles.

We are pleased to say that Lancashire CCC and the CSA, in consultation with Lancashire fans, entered into discussions resulting in an agreed package of reforms. More details can be found in the club’s announcement here. All Lancashire members have been sent full information along with their AGM papers.  We encourage all Lancashire members to support the proposed rule change at the AGM on 21 April.

We would like to thank Lancashire CCC for responding constructively and all the Lancashire fans who responded to the campaign that we ran alongside the Lancashire Action Group during last summer.

Following the announcement on Friday from the ECB and other stakeholders, we can advise that following conversations over the last week between ourselves and the ECB, they have confirmed that through us (the Cricket Supporters’ Association) fans will be part of the process in bringing about the changes that cricket needs.

There is still a long way to go and what will distinguish this initiative from those that came before it will be the ECB and the whole game taking the action that’s needed to irradicate the culture of discrimination and privilege that permeates every level of the game. Holding the governing body, First-Class Counties, and other stakeholders accountable and ensuring fan involvement continues to be our top priority. Lasting changes and not just tick box exercises are required. We will pursue this relentlessly.

Fans and amateur players have a huge role to play in eradicating racism and discrimination from the stands, from social media, from the recreational game and in designing and defining the future of cricket. The governance and regulation of the sport has long needed to come under scrutiny from the grass roots of the game. From board rooms to the role of the ECB we believe fans have a significant role to play in the review and development of next steps. By opening the door to fans the ECB and the counties will give fans and amateur players a voice, allowing them to share their lived experiences, insight, and knowledge. Cricket at all levels will be the better for having these voices heard.

This should be a defining moment for cricket. The bravery of Azeem Rafiq and the other players and people within the cricket community must equate to actionable change. The Cricket Supporters’ Association will be doing everything and more to ensure it is. We will lead and support those initiatives that change the game for the better and be a critical associate when necessary if the holders of our games’ future fail to deliver.

We will keep you posted on updates and details of what the next steps look like.

If you aren’t a member already, sign up for free HERE and join the conversation.

Our lobbying to the ECB paid off and we were given the opportunity to collect your feedback on what format you’d like to see for the County Championship 2022. Hundreds of your gave your opinion which we passed onto the ECB and the First Class Counties and which formed part of their discussions before a decision was made.

It was a pretty even split with the conference and two divisions both favoured for a variety of reasons. We know the two divisions will have made some of you happy and some of you not so much. Thank you to all of you who contributed your opinions, comments and alternative ideas and schedules.

Please find below a combined and condensed version of your feedback:

Dear First Class Counties,

We are writing to you as the Cricket Supporters’ Association on behalf of concerned cricket fans from across England and Wales who want to have a say in the game that they love.

As the season nears the end, we are urging all First-Class Counties to pledge that existing members, fans and spectators will have the opportunity to be involved in the upcoming season review and be consulted on any decisions being taken on the County cricket schedule for 2022 and beyond.

We are asking for you to confirm with us and your fanbase, the logistics as to how these consultations will take place and want to offer the support of the Cricket Supporters’ Association when and wherever possible in assisting you in making this happen.

The reason we are requesting this now is that a recent Cricket Supporters’ Association survey revealed the fans frustration about not having a say in the game with 93% revealing that they want to work with the ECB and stakeholders within cricket to ensure the game evolves and is relevant. 65% do not think the ECB are considering existing supporters when making important decisions about the future of cricket and only 32% think the ECB are looking after the best interest of cricket.

It is now more important than ever to get a detailed consultation organised that really does give fans a voice within the game they love. We are pushing for this to go beyond fans being simply presented with agreed plans but allows for a thorough discussion to take place and for fans views to part of the process.

The way we see this happening are three-fold:

• Members asked for feedback in terms of the scheduling and formats played in the 2021. This feedback is then presented to the ECB and discussed when making plans for 2022
• Member consultation takes place on any plans received from the ECB and voting take place as to whether members of the Club (the owners) agree to the plans being discussed
• Each County has a member-elected representative on their Board and on relevant Committees (we acknowledge this already happens at some counties). The CSA is also asking for a seat on the Board of the ECB for a fan elected representative

We are sure you agree that as Registered Society’s, established because of its members, having their involvement in decisions being taken on their behalf is hugely beneficial for all parties.

To assist in the process, we will speak with non-county members who are county cricket supporters through our own channels (social media, website, newsletter) and we will be feeding this information directly back to the ECB.

As our recent survey showcased the priorities for the 2022 season (May, June, July, and August) for county members and non-members were Test Matches (23%), County Championship (22%), T20Blast and ODI’s (13%).  We acknowledge that the 2022 season will again be a standalone season, with a longer plan being created for 2023 and onwards but it is imperative for members to have their say now on what cricket they will be able to support in 2022.

The importance of the County Championship for fans as a breeding ground for future England test players is clear with 98% agreeing with that sentiment and 94% are worried the County Championship is not being prioritised enough so that it can be an effective breeding groups for future players.

The ethos of the Cricket Supporters’ Association is to give fans a voice within the game and to play a positive role within cricket and so are keen for you to pledge that this is the start of getting fans more involved so that all our insight, experience and passion can make a difference.

As the Cricket Supporters’ Association, we want to help the counties survive and thrive and believe that this can be achieved through getting members more involved and having a say within their club. We can help you do that, and so we hope that this is the first step of our starting to work together more closely.

Thanks for your time in reading this letter.

Yours Sincerely,

Becky Fairlie-Clarke, CEO of the Cricket Supporters’ Association and the Cricket Supporters’ Association Board.

By Vikram Banerjee, Director of Strategy, ECB

I am a cricket nut, or a “badger” as we are affectionately known.  I grew up on the county game and am still passionate about it today. I remember rushing to Edgbaston after school to catch Brian Lara during his momentous 501 not out. I remember being called in from the back garden to watch Asif Din complete a magnificent century to win the Natwest Trophy on BBC.

I am a county person through and through. I was fortunate to play for Gloucestershire for a few years. I love the crowd and atmosphere of Blast matches, but equally the tradition involved in the Cheltenham Festival. To this day, I regret giving away my tickets to that infamous last day at Edgbaston in 2005!

In fact, I love the range of professional cricket competitions we have – whether it’s Test cricket or shorter international formats, men’s four-day cricket, or 50-over or T20 contests in the men’s and women’s game. They all have their own special place to me.

This week, we’ve added one more to the list – The Hundred – bringing domestic cricket back onto free-to-access channels and not only providing world-class cricket for existing fans like me, but also throwing cricket’s doors open to a broader audience.

It is a moment that presents English cricket with a unique opportunity. Amid the increasingly fierce competition for people’s spare time and the need for cricket to remain relevant in a changing society, this is a chance we can’t afford to miss. A chance to attract more fans, more interest, more players, and more revenue to our wonderful sport. The importance of that is only magnified by the impacts Covid-19 has had on our sport.

“Yes – but will The Hundred change the cricket I love?”

That’s a fear we’ve heard often. So let’s be clear: The Hundred isn’t here to diminish or detract from our historic and valued competitions.

Test and County cricket are the reason millions of people play, watch, and follow cricket – and we’re thankful for every single fan, viewer, participant, and volunteer across the country.

We know that, as the recent Cricket Supporters’ Association survey shows, some existing fans still have major doubts about The Hundred. Big changes always bring big questions. That’s why, in light of your survey, I wanted to deal with some of them today.

Let’s tackle the biggest of all – head on: why? And why now?

In short, the answer is simple: for cricket to remain relevant and to prosper in a changing world, we need to extend its appeal particularly to more young people, women and girls and diverse communities, and to open people’s minds where previously they may not have thought that cricket is for them. We want more people following the game and picking up a bat and ball.

Yes, my childhood was all about the longer formats of the sport, red ball and whites. Playing on a Saturday afternoon for my local club and then watching county and country in big stadia with thousands of others. This is what I fell in love with. It is the foundation of our sport. Each year, this attracts a large, devoted and dedicated following of people just like me.

However, the world is a very different place from then – and continues to change at a rapid rate. All our research and insights shows us that what worked for me won’t necessarily work for my sons, daughters, nieces and nephews.

Let’s take a step back, because The Hundred shouldn’t be seen in isolation. It’s one part of our game-wide Inspiring Generations strategy which aims to see more people saying ‘cricket is a game for me’. It’s a strategy through which we’re investing at every level of the game – from the grassroots through domestic cricket to our England teams.

Transforming women’s and girls’ cricket, engaging children and young people, and inspiring through our elite teams are key parts of that. So is growing and nurturing the core – ensuring there is a thriving county network at the heart of the domestic game.

Ultimately, we want to encourage more young people to form a lifelong relationship with cricket. We want them to be passionate about the game throughout their lives. And we want them to pass on that passion for generations to come.

And there’s another important reality here. At the moment, cricket in this country is hugely financially reliant on broadcast revenue from international men’s cricket. It accounts for the vast majority of our revenue. This new competition gives us an important new revenue stream, which in turn goes back in its entirety into growing cricket in this country. Helping more children pick up a bat and ball, and helping our First Class Counties survive and prosper – indeed, the revenue from The Hundred enables us to give each county an extra £1.3m a year. This would simply not be possible without the competition.

The importance of developing our audience

We can’t escape some uncomfortable facts. Of the 10 million people who currently follow cricket in England, only one million are active ticket-buyers – and they often come from relatively similar parts of society.

We’ve got to look up and reach out. Welcome people from all walks of life. Find ways to get people involved in cricket when there’s so much competition for their time.

If we don’t, the alternative is bleak. Over time, we’d have a fan base that risks getting smaller with every year – and all the consequences that has on revenue, visibility, and participation. I strongly believe that many people will discover cricket through The Hundred, and a big chunk will fall in love with the sport, and sign up to buy tickets at their local county ground. That can only be good for all competitions that we have.

I understand that some people have concerns what impact The Hundred will have on existing competitions. I understand this. However, I’d ask you to look at it the other way and question what would happen if we didn’t have this new competition. Aside from the audience benefits I believe it will bring, it would mean no live cricket on free-to-air TV, significantly less money to invest into the game and the things we love whether that’s Test cricket, the County Championship, developing a professional women’s structure, youth programmes or urban cricket centres.

Some people ask about the data behind the concept. We studied a vast amount of data and research when considering the need for a new competition, and then developed the concept of The Hundred. This included attendance data from ticketing experts, data from bodies including Sport England and the ICC, population information, YouGov surveys, market research by a number of external organisations, our own opinion trackers, supporter surveys and transactional data. Some of this information was already in the public domain, some is standard ECB research carried out on a continuing basis, and some specially commissioned.

However much we love all the different formats of the game, the reality is that research shows cricket is seen, by large parts of the population, as too slow, too long, and too complicated. The Hundred is designed specifically to broaden cricket’s appeal and secure its long-term sustainability.

Here are some examples:

• 74% of teens cited “fast-paced, high energy action” as the biggest appeal of short-form cricket. That is what The Hundred is all about
• People were 2.5 times more likely to identify with a city than a county, and by 2030 85% of England’s population will live in cities. The Hundred teams build on this connection
• 75% of young families said they want an event that does not exceed three hours and is finished by 9pm. The Hundred aims to do that

How will we judge the success of The Hundred?

One of the CSA’s key requests was for more information about how we will judge The Hundred’s success, so let me explain. We will focus on its four key objectives:

• Audience growth. Has it – over time – attracted new, diverse, and different fans? We’ll measure this by looking at broadcast and digital reach and attendees compared to existing cricket. For ticketing, in year one our target is for 60% capacity and we’re confident we’ll exceed this.
• Inspiring participation. Is it inspiring more children to play cricket? We’ve launched Dynamos, a new programme for 8 to 11 year olds this year, are also supporting clubs to stay open through the summer holidays, while commercial partners also have initiatives to inspire people to pick up a bat and ball. What’s the impact of schemes like these?
• World-class cricket. Obviously, this year Covid has meant some of those international stars who signed up haven’t been able to make it here, but we’ve still got top global players taking part. We’ll look at how the standard of the competition compares to other global events.
• Financial wellbeing. Revenue from The Hundred supports the whole of the game, including providing an important income stream for county cricket. We have set ourselves the target of £50m revenue in year one, and are on track to achieve this, meaning a surplus of around £10m going back into the game.

Of course, new teams and changes to cricket’s format will feel uncomfortable for some. We’re not blind to that. And it’s exactly why we’ll do everything we can to reassure anyone who needs it. The arrival of The Hundred does not, for example, mean the ECB will divert any attention or resources from other forms of the game. Our actions in the last 18 months prove that.

A significant investment in technology means county cricket fans can now livestream every ball of every match. Women’s cricket now has two regional domestic competitions – the Charlotte Edwards Cup and the Rachael Heyhoe Flint Trophy – and last year we were able to award 41 full-time contracts as we professionalise the game. Our ongoing marketing initiatives saw the Vitality Blast benefit from a ground-breaking TV advertising campaign this year.

But we can’t afford to stand still.

If The Hundred can bring more people into cricket, our aim is that it acts as a gateway experience, allowing those new fans to go on to explore, enjoy and be involved in the sport’s longstanding formats. Every person brought into The Hundred means another person involved with our fantastic sport. Another person engaged in a healthier lifestyle. And another person in love with the sound of leather on willow.

The Hundred can help ensure cricket remains relevant and resilient for generations to come. We hope that everyone will enjoy the action and, over time, those who have their doubts will come to see the benefits it brings.