Cricket Australia wants to kill off “the gentleman’s game” in shift towards equality
Last week, the newly-announced head of female engagement for Cricket Australia spoke about the steps they are making towards shifting the perception of cricket as a “gentleman’s game” to a more inclusive model that welcomes, promotes, and champions female players and supporters.
Speaking at the AdNews Media + Marketing Summit, Styles outlined a number of changes already made by the organisation, but conceded there is still a long road ahead.
“We were perceived as a men’s sport that was played by men, watched by men and attended by men”, Styles told the audience at the Sydney conference. “That wasn’t the case, but, as many of you know, perception is reality. The reality was something else altogether.”
Part of the rebranding was scrapping the use of the term “women’s cricket”, referring to both male and female competitions as merely “cricket”.
Meg Lanning, Ellyse Perry and Alyssa Healy
She also assured people this new focus wasn’t at the cost of the already-booming men’s game.
“It’s not about recutting the pie and taking anything away from the men’s game. It’s about growing the pie.
“There is so much more room to grow. Media coverage and commercial support is still only a fraction of what it could be.”
Bravo, Cricket Australia.
The article was originally published on Brag Magazine