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ENGLAND & WALES CRICKET BOARD

The ECB (England Cricket Board) wanted to understand how they could better connect and engage with South Asian cricket fans and encourage them to get involved with English cricket as fans and players.

Deep dive insight showed that South Asians are passionate about cricket when South Asian national teams play, but this does not always translate into a love of English cricket, even for those born here.

Understanding the social and cultural contexts of cricket enjoyment and participation helped us identify how the ECB can motivate South Asians to get involved with English cricket as fans and players.

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