ECB to target wider cricket fan base
LONDON - The England & Wales Cricket Board (ECB) plans to capitalise on an unprecedented summer of domestic cricket, including a home Ashes series and the ICC Twenty20 World Cup, to attract new fans through the launch of a 'Cricket in the Park' initiative.
Npower Cricket i nthe Park
A Cricket in the Park logo has been designed by advertising and design agency Bear and events will take place at venues in Southampton, Liverpool, London, Derby and Cardiff.
The activity will be sponsored by ECB partner Npower and promoted on dedicated websites.
The ECB aims to reach an audience beyond existing cricket fans and to promote the game as a whole. It hopes some of it other partners will use the mass-participation events for sampling opportunities.
The ECB has been attempting to reach a broader audience since the last home Ashes series in 2005. Its activity has included the formation of its 'Chance to Shine' scheme, which boosts participation in schools and builds links with local clubs.
The latest campaign will soft-launch in March, with a full roll-out in April.
The ECB will also be working with county cricket clubs to run promotional activity encouraging fans unable to get tickets for the Ashes series to attend county fixtures.
The sport's governing body is also set to trademark its 'Ashes' mark for the first time, which it will use on official merchandise and literature.
This article was first published on marketingmagazine.co.uk