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CRICKET AUSTRALIA
CRICKET AUSTRALIA
WHAT WE WILL COVER
• Cricket Australia’s vision
• The competitive landscape, trends and market insights
• Case study (2011 – 2017)
• The problem to solve
• Customer led innovation
• The result
• Continuous approach to innovation
CRICKET AUSTRALIA
AUSTRALIA’S FAVORITE SPORT AND A
SPORT FOR ALL AUSTRALIANS
Value of a participant - GEMBA
CRICKET AUSTRALIA
i. Other sports
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THE COMPETITIVE LANDSCAPE
CRICKET AUSTRALIA
ii. Other forms of entertainment
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CRICKET AUSTRALIA
iii. Cricket-specific challenges
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CRICKET AUSTRALIA
"It is not the strongest of the species that survives, nor the
most intelligent, but the one most responsive to change”
Charles Darwin
ADAPT TO SURVIVE
Confidential to Cricket Australia & State Associations
“Sell to the customer what the customer
wants, not what you want to sell”San Francisco Giants
CRICKET AUSTRALIA
CASE STUDY 2011-2017
AUSTRALIAN CRICKET CONFERENCE - PROBLEMS TO SOLVE
1. Attract new fans to the sport
2. Broaden and diversify cricket’s fan and participation base
3. Focus on kids, families and females
4. Whilst ensuring we do not lose our current fan/participation base
Confidential to Cricket Australia & State Associations P10
THE RESULT• Attendance
• Broadcast
• Partnerships
CRICKET AUSTRALIA
DISRUPTION WITHOUT DESTRUCTIONCREATING A PORTFOLIO OF PRODUCTS TO MEET CUSTOMER NEEDS
CRICKET AUSTRALIA
CATERING TO A BROADER CUSTOMER BASE
Confidential to Cricket Australia & State Associations BBL06
Confidential to Cricket Australia & State Associations
Confidential to Cricket Australia & State AssociationsConfidential to Cricket Australia & State Associations
29% OF FANS ATTENDED
THEIR FIRST EVER GAME
OF ELITE CRICKET
Confidential to Cricket Australia & State Associations
Confidential to Cricket Australia & State Associations
Confidential to Cricket Australia & State Associations
CRICKET AUSTRALIA
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Confidential to Cricket Australia & State Associations
The result – successful introduction of a new product addressing a new audience into the portfolio of offerings
CRICKET AUSTRALIA
WHATS NEXT - CONTINUOUS APPROACH TO INNOVATION
If we are to continue to thrive we are going to have to keep innovating – not just at the elite level but at all parts of the sport. We will need to respond to the following trends:
CRICKET AUSTRALIA
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Females are increasingly interested by sports but aren’t catered to by them
Australians increasingly come from non-cricketing backgrounds and haven’t inherited a love of Australian cricket
CRICKET AUSTRALIA
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Participation in sports needs to be flexible enough to fit into busy lives
Grassroots resources are being strained: Crickets resources are significantly less compared to our rivals”
Coupled with a fall of 10% in the rate of sporting volunteers – totaling nearly 200,000 volunteers
CRICKET AUSTRALIA
Crickets willingness to adapt to the changing world
now will determine what role it plays in the sporting
landscape in 20 years
QUESTIONS?
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