South Asian Communities and Cricket Bradford and Leeds) Authors: Kevin Hylton, Jonathan Long, Thomas Fletcher and Neil Ormerod Research Institute for Sport, Physical Activity and Leisure YORKSHIRE CRICKET BOARD On behalf of the Yorkshire Cricket Partnership YORKSHIRE CRICKET FOUNDATION THE YORKSHIRE COUNTY CRICKET CLUB LEEDS BECKETT UNIVERSITY Institute for Sport, Physical Activity & Leisure
Chapter Table of Contents Page Acknowledgements 4 1.0 Background 1.1 1.2 Introduction 5 Sport and South Asian Communities 5 1.3 The Demographics of Ethnicity in 7 6 Bradford and Leeds 1.4 The Study 10 2.0 Findings Questionnaire to Informal Cricketers 12 2.1 2.2 Playing Versions of Cricket Preferred What is Necessary for Playing More Often Reasons for not Playing for a Formal Club Participation 15 Demographics 12 12 2.3 2.4 Spectating 'Watching' 15 Reasons for Not Watching Club Matches Experience of Watching Yorkshire 2.5 The Future 17 Three Best Ways for Yorkshire Cricket to 18 Communicate Best Ways of Getting South Asian 19 Communities Participating 3.0 Findings 3.1 3.2 3.3 Focus Groups 23 SO1 More people playing cricket and participating in other ways Barriers 23 Unaffiliated/Informal Cricket 29 Popular Formats 32 SO2 More people continually improving their skills (whether playing or involved in another way) Club Development 33 Coaching and Sustainability 35 3.4 3.5 SO3 More members, more spectators, greater audiences Headingley and Yorkshire CCC 36 3.6 2 -
SO4 More people talking about and appreciating cricket on a daily basis? 37 3.7 3.8 Messages from the Field 40 Media Sources 38 4.0 Conclusion and Recommendations CONCLUSIONS 4.1 More people playing cricket and 40 participating in other ways More people improving their skills 42 (whether playing or involved in another way) More members, more spectators, greater 42 audiences 4.2 4.3 4.4 More people talking about and 43 appreciating cricket on a daily basis RECOMMENDATIONS 4.5 More people playing cricket and 44 participating in other ways 4.6 More people improving their skills 45 (whether playing or involved in another way) 4.7 More members, more spectators, greater 46 audiences 4.8 More people talking about and 46 appreciating cricket on a daily basis 4.9 Messages from the Field 47 Appendices A1 Focus Group Prompts 48 A2 Questionnaire 50 A3 Yorkshire Cricket South Asian 56 A4 Yorkshire Cricket South Asian 60 Communities Cricket Survey Data Tables Communities Cricket Survey Graphs References 85 3