Data-driven partnership aims to expand cricket’s reach

Chance to Shine has partnered with Sport England’s Moving Communities – a platform dedicated to providing data and actionable insight on sport and physical activity. The move is part of the national cricket charity’s drive to improve access to the sport in under-served communities across the UK.

The partnership will support Chance to Shine to target its cricket programmes more effectively, bringing the sport to young people in marginalised communities. Through Moving Communities, Chance to Shine will gain real-time insights into socio-economic factors, school demographics, and community needs, allowing them to strategically expand their reach and increase participation in under-served areas.

The platform will also aim to help the charity to tackle the growing inequalities in access to sport, by aligning itself to a place-based approach. The approach will help ensure resources are focused where they can have the greatest impact.

Historically, cricket has often been associated with independent schools and wealthier club environments.

When Chance to Shine was founded, cricket had largelydisappeared from state schools, limiting access for many children. Over the past two decades, the charity has challenged this perception, demonstrating that cricket can be played by anyone, anywhere – from school playgrounds to community centres.