ECB Inspiring Generations Strategy and Action Plan Launch 2025-2028

29th October 2024

The ECB has published its updated strategy for cricket in England and Wales – Inspiring Generations – alongside focused action plans to remove barriers to entry to the sport and to drive equity, diversity and inclusion (EDI) across cricket.

The second iteration of the Inspiring Generations strategy details the ECB’s vision of becoming the most inclusive team sport in England and Wales, whilst growing and uniting the game, and leading it through global transformation.

The next strategic cycle to the end of 2028 contains notable events including the hosting of the ICC Women’s T20 World Cup in 2026, Men’s and Women’s home Ashes series in 2027 and cricket being included in the 2028 Los Angeles Olympics.

These events provide a golden opportunity to ignite a passion for cricket, and with its ultimate goal of inspiring a generation to believe cricket is a sport for them, the strategy sets out the ambition by 2028 to:

  • Expand the numbers of people engaging with cricket – through playing, watching, attending or following online – to an average of 14m each year.
  • Grow the number of children playing cricket in an average week by 10%.
  • Make further progress in improving visibility, profile and access across the game for women and girls to drive the perception of cricket as a gender-equal sport. 
  • Measurably improve cricket’s diversity, inclusion, equity and fair access.
  • Ensure the health of the men’s and women’s professional game, supporting 18 high-performing, inclusive and financially sustainable professional counties.

Inspiring Generations and Subsequent Action Plans:

Underpinning the overarching strategy, all of us responsible for the game across England and Wales will also be focused on delivering action plans to address barriers to entry and diversify the sport at all levels.