Cricket is more than just a sport; it's a unifying force that has the power to bring communities together.
Since December 2022, Serious Cricket, the England and Wales Cricket Board (ECB), and the African Caribbean Cricket Association (ACCA) have united to support cricket clubs within African Caribbean communities across the UK.
This partnership aims to enhance engagement by providing personalised teamwear, fostering a sense of identity, and has empowered 17 clubs and 340 players since the start of the year.
The 17 clubs involved in the partnership are:
So, how has this partnership been successful in helping the community?
The partnership between Serious Cricket, ECB, and ACCA demonstrates the power of collaboration and collective action.
By recognising the importance of sport as a unifying force, the organisations sought to support cricket clubs within African Caribbean communities through access to high-quality teamwear.
The project aimed to promote inclusivity and player engagement, providing a platform for talented players from African Caribbean communities to flourish.
One of the key aspects of this initiative was the provision of personalised teamwear to the participating cricket clubs.
Each club received new garments showcasing their unique identity, allowing players to represent their teams with pride.
The teamwear featured customized designs, incorporating club logos, colours, and sponsors. Personalisation reinforces a sense of belonging within the clubs and wider communities.
The Serious Cricket, ECB, and ACCA partnership went beyond providing new teamwear.
The clubs were also given a Team Store, making it easy for new players to purchase teamwear without minimum orders.
This eliminates the hassle for clubs, allowing new members to directly access the kit supplier when joining, seamlessly contributing to the growth of clubs.
“Serious Sport provided us with a perfect solution for our teamwear initiative; we were able to cater for the various needs of 17 different clubs through their online platform and purchasing process.
The account manager provided one-to-one support for all of our clubs, making the process simple and easy for all parties involved.”
Jack Arnold, National Programmes Operations Manager, ECB.
Cricket has long been a cherished sport within African Caribbean communities in the UK, serving as a source of inspiration, pride, and cultural expression.
This partnership recognises the importance of fostering and empowering these communities through sport to harness passion into increased engagement.
“This was a great project to be involved with and it was a lot of fun to get to know each club, big and small. With help from the ECB and ACCA, we’ve kitted out 340 cricketers, and when you look good, you play good. When you play good, you want to play more! For a sport I love to play myself, I really hope we can be part of something that improves access and increases engagement to cricketing opportunities in the future.”
Tom Flack, New Business Development Manager, Serious Sport
There was a 94% uptake on the program, and those players who received brand new teamwear have already been out on the field in their new kit.
The provision of personalised teamwear and access to an online store model has created a supportive network that encourages participation and strengthens community bonds within clubs through the recognition of club identities. The partnership aims to inspire a new generation of cricketers within African Caribbean communities.
As we celebrate the success of this partnership, we are reminded of the transformative impact that can be achieved when we unite for a greater cause.
