ECB scores landmark engagement with 2019 World Cup

18 Oct 2019

By: Sport Industry Group

The ECB has announced record-breaking engagement generated by the 2019 ICC Cricket World Cup.

On the back of the victorious campaign on home soil, the ECB has released initial data from a project it is undertaking to examine the impact of hosting the tournament.

The governing body for cricket in England says that around 15.4 million fans watched part of the final, where England beat New Zealand to win the trophy, with some 31% of that audience watching their very first cricket match. In addition, 24 million people in England and Wales watched some part of the tournament. 40% of those fans say they intend to follow cricket more in the next 12 months, and that figure rises to 51% for South Asian supporters - a pleasing figure for the organisation on the back of its South Asian Action plan, which scooped the Diversity And Inclusion award at the Sport Industry Awards 2019.

The ECB also says that engagement with its digital output increased 120% on 2018 figures as a result of the tournament. The ICC has also reported record-breaking digital figures from the 2019 World Cup. 

In partnership with charity Chance to Shine, the ECB also reports that the Cricket World Cup Schools Programme reached over 800,000 primary school pupils across almost 8,000 schools, while local clubs saw a 62% increase in junior members on 2018 numbers.

Tom Harrison, CEO, ECB, said: "It has been the most incredible summer of cricket and I'm extremely proud of the hard work that has resulted in such a memorable tournament.

"We knew hosting the 2019 ICC Men's Cricket World Cup would give us a great platform from which to diversify and grow the game and these findings demonstrate that we've been able to both reach new fans and to strengthen connections with existing supporters.

"Cricket can play a powerful role in bringing communities together - we witnessed that this summer - and we've seen that moments like the one we saw at Lord's can help to inspire a generation.

"This summer has helped to ignite heightened passion for the game across the country and I look forward to seeing how we utilise that through our 2020 to 2024 strategy, Inspiring Generations."