Lancashire Cricket board and sponsors to step up diversity efforts as report slams sport as racist, sexist and classist
Lancashire County Cricket Club has said it is taking the damning report from the Independent Commission for Equity in Cricket (ICEC) “extremely seriously” and acknowledged “change is needed to ensure cricket is a game for everyone”.
In a statement the club said: “We are fully aware of our responsibility – along with everyone associated with English Cricket – to ensure that our game takes every step possible to eradicate discrimination.”
Speaking to TheBusinessDesk.com, Lancashire board member James Sheridan, group M&A director at law firm Knights, said he was particularly focused on developing the Hundred format as a spectator sport aimed at families, young fans as a way of building the sport in diverse communities.
Sheridan has worked with broadcaster Mark Chapman on setting up the Manchester Originals which he said has the aim of creating absolute parity of esteem with the women and men’s teams.
The women will be using the main dressing rooms for games, not a temporary portable unit, for example, he said: “We’ve broken the mould with the Originals and said cricket is a game for everyone.
“We’re trying to appeal to a different audience, pushing out the boozy alcohol stag-do vibe in favour of a younger crowd.”
The Hundred format features just eight clubs, including the Manchester Originals, with a centrally negotiated TV deal with Sky and the BBC and Lancashire expect to fill their 22,000 Emirates Old Trafford at its 4 home fixtures, which feature both mens and womens teams.
Though cricket as a spectator sport doesn’t feature in the ICEC, Sheridan sees it as a route to tackling the problems it identifies.
“The more we do that, the more we sell tickets, it creates an opportunity to work with sponsors and business partners to support and grow cricket in all communities.”
Major sponsor AO World, the Bolton-based online retailer, has funded kit for 250 players in youth and disability teams ranging from 135 boys from the under 10s to under 18s will benefit, along with 78 girls from under 11s to under 18s. Two disability squads – the D40 team and the Super 8s – will also receive playing and training kit, with 30 players benefiting across both squads.
AO donates to cricket teams
AO has sponsored Lancashire Cricket’s county age-groups and sports science and medical team since 2021.
AO’s Founder and CEO, John Roberts, said: “We firmly believe that talent is evenly distributed across the UK, but opportunity is not and this latest investment in young people through our long-standing sponsorship of Lancashire Cricket will see over 200 young people benefit at a time when they need it most.
“We felt it was incredibly important to do this to relieve some financial pressure from the families of these young players to help them realise their potential. This is our way of trying to level life’s playing field a little and we can’t wait to see what they achieve.”
Chris Benbow, head of talent pathway at Lancashire Cricket, said: “The funding provided by AO will take a heavy burden off the shoulders of many of our players’ parents. It’s great that we can provide playing and training kit across our whole pathway.”
Manchester Originals and The Hundred return to Emirates Old Trafford with cricket and music and back to back games against London Spirit, featuring the women’s and men’s teams. followed by further home fixtures throughout August.
