Called up to the front-line in the battle for the playground
The suggestion that something big might be coming the way of grassroots junior cricket could be detected last year. There was a connection made with ECB’s new Director of Participation, whose appointment in 2015 was welcomed, but still seemed unlikely to impact directly on the cricket played by children in my environs.
From late 2016, as the upper echelons of the recreational game were ushered to hear the word and get with the programme, snippets emerged: a name, an age group, a new way of doing things we’ve all been toiling away at for years. Seats for the launch event could be reserved months in advance.
The show, now about half-way through its 20 stadium itinerary, reached my town this morning. Admission only came after a spot of queuing to identify yourself and confirm the precise spelling of your contact email. An enterprise that is prepared to make people wait so that it can collect key data accurately has an air of purposefulness.
Into the hall, we moved, to take tea amongst displays of All Stars equipment. “Look, they’ve rebranded the old Kwik-Cricket stuff,” observed someone close to me. It did look a little as though they had. And symbolically, that played to the scepticism that greets the new venture with the knowing nod that we have all been here before.
Then, jarringly, the presentation got under way with something unexpected. Not the Australian accents, but the challenge to cricket to win the battle of the playground. Maybe it’s the years of feeding off football’s scraps, a learned if unhappy submissiveness to that bulldozer of a sport. Or it might just be the choice of words. There’s nothing martial in my work with junior cricketers. Diplomacy, persuasion, bad-mouthing the enemy (football), but not warfare. That would be suicidal.
Yet, within minutes, these twin doubts – we’ve heard it all before and we’re being lead to a bloody rout – were dismissed. The first telling blow came from Matt Dwyer, who spent equal amounts of time identifying himself as a moving force in Australia’s Milo In2Cricket programme and as a twenty year cricket club volunteer. He is one of us (who’s one of them), who just happens also to be a marketing guru.
Then the video of primary school kids chattering happily about football and technology, but clueless about cricket. Holding a photo of Alastair Cook (CBE) wearing his England kit, one child guessed the subject worked at Waitrose, before folding up with giggles.
Followed up with the blunt tool of survey figures showing the irrelevance of cricket to our children. Alongside which, given the same prominence as the 60% of kids who don’t name cricket when giving a list of ten sports, was the statement ‘volunteer burn-out’. All Stars aims, Dwyer emphasised, to introduce new volunteers just as much as it is about more kids playing the game. They are not asking us to do more, and not as I feared, denigrating what we do, but summoning reinforcements.
The presentation, to several hundred veterans of junior cricket coaching and organising, continued to outline its research basis, its methodology, the resources and support structure that will make it happen. The battle-cry caught our attention; the campaign logistics showed that our national leaders are ready to commit troops and have a credible plan of attack.
In many parts of the country, All Stars may find a junior sport in terminal decline. In my area, it flourishes in the shadow of behemoth football. The challenge at my club, and the many like it, will be how to integrate this sudden arrival, signalled with a modern fanfare of radio ads and mumsnet coverage, without doing damage to the quiet and steady, or steadily expanding, club junior section.
I own up to one more reservation about All Stars. Its ambition is substantial. It aims to make cricket the popular choice of young children and their families. It wants to take cricket well beyond the point to which 10,000 clubs like mine could lead it on their own. And if it succeeds, cricket will be popular and my slightly eccentric obsession will be ordinary. I will be part of the mainstream.
I will just have to deal with that and make an advance on the playground, skirmish with football and computer games or, if exclusiveness is really what I cherish about cricket, take up crown green bowls.