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‘Brilliant basics’: How marketing helped to propel the growth of women’s cricket
The England and Wales Cricket Board has increased its marketing investment and positioned the women’s game at the same level as the men’s to supercharge its growth, says its women’s game director.
By Molly Innes
It’s been another bumper year for women’s sport. And while football is leading the way in terms of coverage, attention and sponsorship, there is plenty of change happening elsewhere on the sporting map.
After football, cricket is the second-most watched women’s sport this year, according to recent data from The Women’s Sport Trust. Good, yes, but not good enough for Beth Barrett-Wild, the first-ever director of the women’s professional game at the England and Wales Cricket Board (ECB), who has far loftier ambitions.
