All Stars cricket

The ECB launches a fantastic national campaign for kids aged 5-8


The England and Wales Cricket Board (ECB) wants to introduce the game of cricket to children across the country with a brand new participation programme. They selected ClubSpark to develop the ECB All Stars Cricket platform, where the campaign launched in March 2017.


The Brief

The ECB approached ClubSpark to help them create a participation programme for girls and boys aged five to eight, offering eight-week coaching courses at local cricket clubs across the country. The platform needed parents to be able to search online and register their child to take part. It also needed to facilitate the sign-up of cricket clubs across England and Wales who wanted to take part in the programme.


The delivery

ClubSpark generated the platform to facilitate both club and participant sign up and developed the online campaign to drive the programme promotion. Using postcode search functionality, parents can quickly find their nearest cricket club and sign up for a place on the course. 

The ECB provides participating centres with All Stars Cricket kits, volunteer training and support via the central marketing campaign. In addition, every child who signs up receives a cricket backpack, with a bat, ball and everything they need to try the game for the first time. 


The campaign has been a resounding success, with 2000 clubs signed up to deliver All Stars Cricket this summer and the ECB hope to have 50,000 kids trying the sport across the country. HOWZAT!

"We are very excited to have launched the All Stars programme using the ClubSpark platform giving children the chance to sign up for their place at their nearest cricket club. The flexible digital tools make it easy for parents, clubs and coaches alike to use and allows the ECB to drive promotion of All Stars via a central marketing campaign. We hope to have tens of thousands of children trying cricket throughout the summer months across the country helping to introduce the game to the next generation"
Ben Langford
Digital Project Manager, ECB

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