Australian cricket launches five-year strategic plan

A five-year blueprint to turbocharge participation in the sport and enhance the game's financial sustainability has been launched by Cricket Australia at the MCG today.

Featuring ten strategic priorities across four interrelated pillars, the objectives that will govern decision making through to 2027 have been developed after an extensive consultation process that took in thousands of fans and stakeholders from all parts of the cricket spectrum.

Australian cricket's priorities will now be to strengthen the engagement between fans and players, continue to produce world class teams, entrench a strong and innovative business model and establish a framework for the game's positive social impact

The strategy also sets an ambitious target of doubling the number kids aged 5 to 12 registered to play cricket to 210,000, and quadrupling the number of girls registered in this age group to 60,000 over the next five years.

Having cricket feature at the Brisbane 2032 Olympics has been set as a goal, following the reintroduction of the sport at Birmingham for women's T20 where Australia won gold.

The organisation has also earmarked a minimum of three ICC events won by each of Australia's men's and women's teams in the next five years as a measure of success.

Getting fans back into stadiums has also been earmarked as a priority, with particular emphasis on the BBL and WBBL, which now has a target of annual attendance of 1.25 million across both competitions, in a wider goal of an average of 2.4 million fans through the gate in summer.

Cricket Australia chair Dr Lachlan Henderson said: "This plan comes at a critical time as we seek to ensure our national sport grows and continues to flourish. The new strategy is informed by the knowledge and passion of those invested in cricket’s future and reflects our shared ambition."

CA chief executive Nick Hockley added: "Cricket is rapidly evolving and, with that, so too are the ways cricket is played, watched and consumed. This strategy contains both a vision and a clear plan for how we can achieve bold, transformative change while also meeting our core responsibilities.

"This includes ensuring that cricket has a positive social impact, whether by providing more opportunities for women and girls, making the game more accessible to participants from culturally diverse backgrounds or taking the necessary steps to make the game environmentally sustainable."

Strategic Priorities 2022-27

1. Develop outstanding digital and live experiences that wow our customers

2. Grow the BBL and WBBL as the summer family sports and entertainment proposition

3. Attract kids (ages 5-12) and families from all backgrounds to inspire a lifelong love of cricket

4. Accelerate momentum to be the leading sport for women and girls

5. Enhance our leading international and domestic competitions, systems and programs that develop great players, coaches and match officials

6. Strengthen connection with cricket’s past and present role models whose performances and stories inspire our nation

7. Embed a business model that is sustainable, cost efficient, diversified and always innovative in its thinking

8. Drive investment in venues and facilities that enhance experiences and enrich communities

9. Champion inclusion, positive social impact and sustainability

10. Support growth of cricket globally, and inclusion at Brisbane 2032

Further details on the pillars and priorities can be found online at strategy.cricket.com.au.