Cricket board media pack will target new audiences

The England & Wales Cricket Board (ECB) is targeting the lifestyle media in a bid to boost the sport’s profile and counter negative perceptions.

The ECB this week unveiled its first player-centric media pack. The pack features nine young players under 30 that are expected to be the future backbone of English cricket, including Andrew Flintoff, Michael Vaughan, Marcus Trescothick and James Anderson.

It includes player profiles and lifestyle pictures targeted at feature editors of lifestyle magazines such as Marie Claire, FHM and the Mail on Sunday’s You magazine.

The ECB wants to attract new audiences and encourage youngsters to take up the sport through feeding a celebrity-driven media. The move is to show cricketers can be stylish, fashionable, down to earth and ‘thoroughly modern people’, according to ECB director of corporate affairs John Read.

‘We are trying to get away from perceptions that it’s an exclusive establishment sport only played in public schools. We are trying to build these players into recognisable figures the public can empathise with,’ he said.

The ECB is attempting to ride a wave of good feeling triggered by England successes in two competitions, including the recent win over South Africa in the NatWest Series final.

The pack launched this week ahead of the first npower test match between England and South Africa at Edgbaston in Birmingham.

So far an estimated 250,000 people have watched the Twenty20 Cup – the new competition designed to appeal to non-traditional supporters, such as women and young people.

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