Cricket Australia – A Sport for All Program

Background

Cricket Australia had managed separate community engagement programs for underrepresented cricket segments – women’s, indigenous, multicultural and all-abilities – and they wished to consolidate under an umbrella diversity program.

Challenge

To bring all Cricket Australia programs under a single grassroots program platform and commercialise the created grassroots assets with a major partner.

Brief

Review and evaluate all existing programs. Provide market research and insights on target communities to guide new program and design new consolidated program with regional targets and human resource deployment. Create commercialisation strategy with touchpoints.

Key outputs/outcomes

New consolidated program created, launched and commercialised with CBA becoming major sponsor of the program with a $15 million three-year investment.