Leicestershire survey to canvass the appeal of cricket

LEICESTERSHIRE are set to explore what is appealing about cricket in the county as they aim to make the club a safe space for everyone, no matter their background, sexual orientation, faith, race or other characteristics.

The county have linked up with the Cricket Supporters’ Association and plan to ask people in the region what they think about cricket in an initiative that is part of their equality, diversity and inclusion work.

An enterprise titled the BIG Cricket Survey is set to hone in on all aspects of the game to create a better understanding of where the sport sits across the 56 nationalities found within Leicestershire.

“Leicestershire CCC is a club for everyone, and we are committed to improving our engagement with residents,” said chief executive officer Sean Jarvis, pictured.

“This survey is incredibly important to us, to not only engage with the diverse communities across the county, but for us to improve our understanding of how they interact and participate with cricket. All views shared in the survey will help shape the future of what we do here at the club and so we are asking everyone to share it as widely as possible to encourage as many people as possible to complete the survey.”

The research will be both quantitative, through the survey, and qualitative, via one-on-one conversations, to examine consumers’ behaviour and engagement levels with sport, and cricket in particular. Any barriers will also be examined to comprehend how entry and experiences affect participation and spectators.

The CSA will undertake a full analysis of results and provide insight into what next steps Leicestershire can take to grow the supporter base within the county. Becky Fairlie-Clarke, CEO of the Cricket Supporters’ Association, said: “We are over the moon to have partnered up with Leicestershire CCC and it is clear that Sean and his team are very focused on not only finding out how existing fans engage with the game but also seeking to understand what potential or new fans think and how they can make sure this new audience feels included and welcomed.

“The research will help draw out insight and knowledge to be used across all of the work at Leicestershire CCC.”

The survey can be found on the official websites of both Leicestershire CCC and the CSA.