Creating More Thriving Scottish Cricket Clubs

22 Feb

Following on from the success with the first cohort Cricket Scotland are extending their innovative programme designed to help support their clubs to embrace change and become more welcoming and enterprising,

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In an increasingly competitive sporting market, traditional club models and ways of operating are coming under extreme pressure. People engage with, and consume sport, far differently to how they did 5-10 years ago. Therefore, Cricket Scotland, in conjunction with Sports Marketing Network, launched the Thriving Clubs programme in 2015 be helping clubs to become more vibrant, visible and viable community clubs through their new training, support and mentoring programme.

Ian Sandbrook, Head of Participation at Cricket Scotland said: “We are pleased to see that clubs that demonstrate a willingness to change, desire to develop a welcoming culture, engage with their community and build enterprise drive and skills are becoming much more vibrant, visible and viable community sports enterprises. With these foundations in place they are then becoming sustainable and delivering growth.

The feedback we are getting is that even the most progressive clubs require inspiration, ideas and support to develop this culture and skillset. While we appreciate not all clubs are ready to go through this journey, we want to engage with all our clubs to help them benefit from the Thriving Clubs programme. So we are now inviting more clubs to benefit from the Thriving Clubs programme”.

Cricket Scotland will continue to engage Svend Elkjaer of Sports Marketing Network to design and deliver the Thriving Clubs programme. Many of you will be familiar with Svend and his work

A comprehensive and innovative programme

The clubs will then be invited to apply to participate in an intensive programme where ten clubs will be selected to benefit from one-2-one support, remote mentoring and specific ideas, tools and templates.

To apply they will be asked five questions on how welcoming, innovative, community focused, engaging and enterprising they feel their club is now and how they would like to improve on these five points.

They will also benefit from of one year's free membership of SMN’s new Grow Sport +, the online platform for vibrant, visible and viable for community sports clubs and Sports Enterprise Connections, the network for community sports enterprise.

They will also be invited to nominate some of the younger people in their communities to participate in two new programmes:

  • Young Club Ambassadors - going out into your local schools and youth groups to champion your club and cricket
  • Social Media Champions - growing your club's profile through social media

Cricket Scotland will then select the ten clubs which they feel have the greatest potential, to join a support and mentoring programme.

Svend Elkjaer said: “I think it is fantastic that Cricket Scotland is adapting this innovative approach to help their clubs to become more welcoming and enterprising”.

Ian Sandbrook concluded:”We know that sports governing bodies, like ours, have to help our clubs to adapt to an environment where there is stronger competition for people’s time and money. Thriving Clubs is all about that.”

For further information contact Svend Elkjaer at or call him on 01423 326 660.

Creating More Thriving Clubs Application Form (PDF FORM)

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