cricket club development network...title: cricket club development network author: john swannick...

The Network recognises the need to reach out well beyond the kids who are exposed to cricket at school and in their clubs.

All Stars Cricket has the potential to raise the profile of cricket amongst those at the youngest ages (and their parents) to levels not seen since the Ashes 2005 and the end of terrestrial TV cricket coverage in the UK.

The clubs in the Network overwhelmingly and enthusiastically embrace the All Stars Cricket concept……

…………But there are issues for clubs that need to be recognised and addressed to ensure that All Stars Cricket is a success

Cricket Club Development Network

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The market: some rough numbers

• There are 4 million kids in 20,000 UK primary schools so, perhaps, 2 million at ages 5-8.

• Chance to Shine 2017-18 target participation of 500,000 in primary schools

• 3,000 clubs’ potential market of 2 million 5-8 year olds • Approx. 6,000 cricket clubs in the UK • 1,800 are Clubmark clubs already delivering junior cricket • Perhaps 1,200 unaccredited clubs capable of delivering junior cricket in some

form

• All Stars Cricket 2017 target: 1,500 clubs delivering the programme to 45,000 at ages 5-8


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Anecdotal evidence from Network feedback on All Stars Cricket• Do we know how many 5-8 year olds are currently playing cricket

in clubs?• An estimated 50-60% of Network member clubs have some junior cricket at

ages 5-8• Typically that’s 20-50 kids but some larger clubs have more than 100

• Extrapolated: that’s 20,000-40,000 5-8 year olds currently in allClubmark clubs • Numbers at ages 7-8 tend to be significantly higher than at ages 5-6• 8 year-olds and some 7 year-olds are already engaged in U9 Kwik cricket

and other forms of more competitive play, with league cricket starting at U8 in some counties

• If All Stars Cricket brought in 45,000 kids ‘new to cricket’, that would represent a minimum doubling of 5-8 year olds in all cricket clubs……..in 2017


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Anecdotal evidence from Network feedback on All Stars Cricket• 98% of Network clubs are currently Clubmark registered and deliver some

form of junior cricket• 60-70% of Network clubs have signed up to All Stars Cricket in 2017• 20-30% of Network Clubs are waiting to see how All Stars Cricket works with

the intention of signing up in 2018 if outstanding issues can be resolved• More than 90% of Network Clubs can see All Stars Cricket working for them

in the foreseeable future• On this basis, 30-40% of clubs delivering All Stars Cricket in 2017 will not be

Clubmark accredited, many with limited experience of delivering junior cricket

• Around 10-20% of Network clubs who have signed up can foresee circumstances in which they will not ultimately participate in All Stars Cricket in 2017


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The key drivers for Network clubs signing up in 2017• To be part of an exciting new initiative and reinforce their commitment to

expanding youth cricket• To significantly grow the number of 5-8 year olds in their clubs• To bring 5-8 year olds into cricket at their clubs for the first time • The national marketing strategy & resourcing and the promise of effective

local promotion• To engage parents and bring in additional volunteers• To either underpin or, perhaps, reduce the need for local school engagement• To be part of a programme deliverable with less club resources – qualified

coaches, equipment, administration – than committed to other junior cricket yet consistent with their Clubmark status

• Perceived pressure from ECB and/or county boards• Fear of missing out or losing youngsters to other local ‘competitor’ clubs


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The main blockages for Network clubs not signing up in 2017 or beyond

• Lack of timely information to make effective decisions within their clubs

• The potential loss of significant club income streams from existing 5-8 programmes, especially where juniors are already signed up for 2017

• The cost of All Stars Cricket compared to current pricing and/or given local market conditions

• Lack of resources to deliver 5-8 cricket or to run All Stars Cricket alongside existing programmes

• Aligning All Stars Cricket with current cricket programmes, particularly at ages 7 and 8

• Perceived risks in programme design and implementation, as it’s understood, and inconsistency with Clubmark status

• Anticipated loss of control over the registration and data collection process where effective existing systems are already in place


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The Financial issues that remain for Network clubs signed up or not• Junior cricket represents a significant source of income for many clubs – the largest source

for some - and they are desperate to avoid seeing All Stars Cricket or other signed-up local clubs as competition or even a business threat

• The existing All Stars Cricket financial model will not work for many clubs with existing age 5-8 programmes, if All Stars Cricket simply cannibalises those programmes

• For clubs with existing 5-8 programs, All Stars Cricket is more likely to be financially viable if focused on 5-7 year olds

• £5 club share of centrally collected All Stars Cricket fee is inadequate to cover costs of programme delivery in many clubs, especially where coaching or administration is outsourced or facilities are hired

• £40 RRP is too high to charge realistic club ‘premium’ under local pricing and ‘free’ or significantly discounted subscription fees are a contentious issue in many membership clubs

• Pricing structure and local flexibility does not accommodate family, sibling or pay-per-play subscription models adopted in many clubs

• Club are willing to ‘loss-lead’ on All Stars Cricket for one year or even serial one-year programmes so long as clear ‘payback’ in Year 2 or beyond


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The Risk issues that remain for Network club signed up or not• Terms and Conditions which require clubs to indemnify ECB against all risks

• Lack of information to adequately assess those risks

• Assurance that All Stars Cricket implementation is consistent with Clubmarkstatus and meets club’s public liability insurance conditions

• Network clubs have invested significantly in systems, resources and facilities to meet Clubmark requirements and some perceive this is not being adequately recognised and even put at risk.


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The Operational issues that remain for Network clubs signed up or not

• Identifying and ongoing training of Activators. Many are starting with interim ‘fixes’

• Full information and detailed operational guidelines needed for clubs and county boards. In particular on:• Accommodating late starters or ‘alternate weekend’ split family situations• Refunds – or not - for early finishers• Replacement of weather cancelled sessions or dealing with other acts of God

• Understanding ClubSpark functionality and fixing initial glitches

• Late start date and dealing with parents seeking information on 5-8 programmes. Most clubs already recruiting/renewing and some fully committed…….a few since 2016

• Alignment with existing programmes, especially at ages 7 and 8 or girls-specific, where these continue after All Stars Cricket ends or where child wants to join in more appropriate cricket offer

• Coaching progression, age appropriate activity and pathway to club programmes (at ages 7 or 8).

• We have not seen activity plans yet.


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Key recommendations:NOW1. More guidance on key operational issues and timely delivery of support and

resourcesa. Immediate and better tuition to clubs on ClubSpark and resolving glitchesb. Detailed briefings enabling effective county board support on core common issues

for use as local circumstances requirec. Urgent reassurance on risk issues, especially Clubmark alignment, and revision of

Terms & Conditions

2. Service Level Agreement(s) clearly setting out expectations of/from clubs, county boards and ECB

3. Help clubs with existing programs to focus All Stars Cricket on ‘new to cricket’:a. Emphasis in marketing messages on ages 5-7b. Ensure the system makes it easier for clubs to offer All Stars Cricket to youngest

age groups only, if they so choose


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Key recommendations:FOR 2018

1. Review financial modela. Pricing: base cost of £35 is perceived by many clubs as too high for effective local pricingb. Possibility of staged payment especially where £40 considered too high for familiesc. Greater flexibility in local pricing to facilitate family, sibling, pay-per-play, and financially

inclusive approachesd. Headline sponsorship of All Stars Cricket to reduce costs and enable local flexibilitye. Revised income split with clubs to support club investment in delivery capacity for more

ambitious target participation in All Stars Cricket

2. Commitment to develop 1 or maximum 2 year programme with defined pathway into existing club programmes at ages 7 and 8 or as individual child’s engagement and capability allows

a. Liaison with clubs to ensure administration arrangements facilitate migration from All Stars Cricket to club programmes

b. Alternative progression pathway for All Stars Cricket participants in clubs with no other junior offer

3. More identifiable incentives, recognition and reward within All Stars Cricket for Clubmark accreditation and commitment to broader junior cricket development


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Needless to say………….

The Network is open and committed to supporting the ECB to make All Stars Cricket a success in 2017 and beyond. That includes ongoing dialogue, feedback from implementation and an offer to help test future revisions


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cricket club development network...title: cricket club development network author: john swannick...

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