Cricket NSW has launched its first-ever South Asian Engagement Strategy (SAES) in partnership with The LOTE Agency.
Cricket NSW’s mission is ‘to inspire everyone to play and love cricket’, emphasising inclusivity and long-term engagement with community. With a growing South Asian population in NSW over the past decade, the newly launched SAES will improve equal access to the sport at both local and state levels.
The strategy aims to integrate participation, access and inclusion across South Asian Australian communities in NSW. This includes all Australians with cultural backgrounds from Bangladesh, Bhutan, India, the Maldives, Nepal, Pakistan, Sri Lanka, and Afghanistan.
The Cricket NSW South Asian Engagement Strategy is one of the most important strategies in our history, ensuring that we instil a greater connection to cricket with the state’s South Asian communities, inspiring more people to play and love cricket.
– Lee Germon, CEO Cricket NSW
With strong support from the Cricket NSW Board, executives, and staff matched with close collaboration with South Asian communities, -the strategy aims to achieve several major goals. A primary goal is to enhance the understanding and involvement of South Asian communities across all cricket facets and improve the participation experience for players, volunteers and fans. Interest in sports in the younger generations is also an important factor, so by June 2026, the strategy aims to double the number of registered 5–12-year-old players. Since its launch, the four-month strategic plan has impressively seen the NSW Government commit $1 million in implementation funding.
The research and consultation process was an informative two-way engagement, and what we learned from this will have a far-reaching, sustained impact on both cricket in NSW and the communities we serve.
– Lee Germon, CEO Cricket NSW
The LOTE Agency ensured the voices and needs of the people central to the community were prioritised. A Cultural Advisory Council (CAC) was formed as a critical link to the South Asian communities, guiding the research, insights and activities developed. The Council included eight members who represent a variety of lived experiences and cultural backgrounds, providing insights into NSW’s South Asian cricket communities. Throughout the strategy design and implementation, the Council has been involved in community consultations to help identify existing challenges and actionable solutions and provide continuous feedback at every stage of the project. Cricket NSW aims to collaborate with the CAC on an ongoing basis.
The CAC members were forthcoming with their views across cricket and engagement with the South Asian community, and Cricket NSW was extremely receptive to the insights and hosted a fantastic discussion.
– Mahjabeen Zaman, Cultural Advisory Council
LOTE thoroughly enjoyed working with the community and Cricket NSW on this initiative. Thank you CNSW, for trusting us with such impactful work that will continue to grow our great game in NSW.”
– David Barlett, CEO The LOTE Agency
Learn more about how Cricket NSW will address the focus areas of community participation, performance and fan engagement. Find the complete strategy here and access the Cricket NSW Strategy announcement here.
The LOTE Agency are a team of multidisciplinary specialists dedicated to partnering with our clients and community to create meaningful results. Get in touch today to find out how we can assist your organisation.
