Tags: News

Leicestershire County Cricket Club (LCCC) and the Cricket Supporters' Association (CSA) have announced a trailblazing new partnership exploring the people of Leicestershire's relationship with cricket through the BIG cricket survey and research project.

The initiative forms part of the Equality, Diversity and Inclusion work at Leicestershire CCC which is focusing on ensuring the club is a safe place for fans, players, and staff no matter what your background, sexual orientation, faith, race, or other characteristic and is undertaking work to create the #foxesfamily. To assist in moving this forward, the research will generate knowledge and understanding as to where cricket sits as a sport amongst the 56 nationalities found within the county.

The survey is designed to look at all aspects of the game to gain a whole understanding of where cricket sits across all communities. The research will be both quantitative (through the survey) and qualitative (through one-on-one conversations) and will examine consumers attitudinal behaviour and engagement levels with sport and, specifically, cricket. The survey will focus on improving understanding of how sport and cricket fits within the community and wider society, as well as looking at the situation for individuals and within family structures. Barriers will also be examined to understand how entry and experiences impact on both a participation and spectator level.

The research will be shared through the Leicestershire CCC and CSA channels, partners, different communities, networks, stakeholders within the game and the media with people being urged to not only take the survey but share the survey because every voice matters.

Leicestershire County Cricket Club CEO Sean Jarvis said: "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, within your communities, to encourage as many people to complete the survey

"Leicestershire CCC is a club for everyone and we are committed to improving our engagement with residents".

Becky Fairlie-Clarke, CEO of the Cricket Supporters' Association states: "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, welcomed and part of the #foxesfamily.

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

The CSA will undertake a full analysis of the results and provide segmented insight to inform next steps and actions for Leicestershire CCC, their partners, and the CSA in growing the supporter base of the game across the different communities found within the county.

To take the survey and have your say on cricket in the local area, click HERE. Survey closes on Friday 9th April.