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CRICKET AUSTRALIA

NICOLE ADAMSON - DISRUPTION WITHOUT DESTRUCTION – WHEN INNOVATION MEETS TRADITION

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Page 1: NICOLE ADAMSON - DISRUPTION WITHOUT DESTRUCTION – WHEN INNOVATION MEETS TRADITION

CRICKET AUSTRALIA

Page 2: NICOLE ADAMSON - DISRUPTION WITHOUT DESTRUCTION – WHEN INNOVATION MEETS TRADITION

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

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CRICKET AUSTRALIA

AUSTRALIA’S FAVORITE SPORT AND A

SPORT FOR ALL AUSTRALIANS

Value of a participant - GEMBA

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CRICKET AUSTRALIA

i. Other sports

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THE COMPETITIVE LANDSCAPE

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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

Page 8: NICOLE ADAMSON - DISRUPTION WITHOUT DESTRUCTION – WHEN INNOVATION MEETS TRADITION

Confidential to Cricket Australia & State Associations

“Sell to the customer what the customer

wants, not what you want to sell”San Francisco Giants

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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

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Confidential to Cricket Australia & State Associations P10

THE RESULT• Attendance

• Broadcast

• Partnerships

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CRICKET AUSTRALIA

DISRUPTION WITHOUT DESTRUCTIONCREATING A PORTFOLIO OF PRODUCTS TO MEET CUSTOMER NEEDS

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CRICKET AUSTRALIA

CATERING TO A BROADER CUSTOMER BASE

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Confidential to Cricket Australia & State Associations BBL06

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Confidential to Cricket Australia & State Associations

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Confidential to Cricket Australia & State AssociationsConfidential to Cricket Australia & State Associations

29% OF FANS ATTENDED

THEIR FIRST EVER GAME

OF ELITE CRICKET

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Confidential to Cricket Australia & State Associations

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Confidential to Cricket Australia & State Associations

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Confidential to Cricket Australia & State Associations

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CRICKET AUSTRALIA

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Page 20: NICOLE ADAMSON - DISRUPTION WITHOUT DESTRUCTION – WHEN INNOVATION MEETS TRADITION

Confidential to Cricket Australia & State Associations

The result – successful introduction of a new product addressing a new audience into the portfolio of offerings

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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:

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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

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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

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CRICKET AUSTRALIA

Crickets willingness to adapt to the changing world

now will determine what role it plays in the sporting

landscape in 20 years

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QUESTIONS?