In a country where Ronaldos and Ronaldinhos dominate the sporting environment, associating cricket with local schools as part of development projects has recently helped around 2,000 juniors get involved with the sport for the first time.
It is a unique initiative by the Australian cricket board under which they provide opportunities for staff members of Associate nations to travel to Australia and get trained in cricket administration. The programme, run by Cricket Australia in collaboration with the International Cricket Council, is aimed at promoting the sport in countries where its popularity is still in the nascent stages. The programme is funded by the Australian government.
Cricket Brasil’s employee Roberta Moretti, who had recently been a part of the programme, was sure that such a measure would help promote the game in a big way back in Brazil.
“The visit to Brazil from an Australian staff member will help to improve the Cricket Brasil pathway, building a better cricket system. Producing a clear structured marketing strategy and assisting in bringing more partners on board to help us grow the game,” Moretti was quoted as saying by the ICC. “I can’t overstate the impact and importance this opportunity has had on me to improve the development of cricket and how we grow the game in Brazil as a governing body.”
According to the report, Moretti was informed of CA’s functioning, marketing strategies, sponsor relationship management, etc. She spent two weeks each with Cricket Australia and Cricket Victoria.
“Cricket Victoria was a fantastic first step to understand the full pathway of cricket in Australia, including female engagement. It gave me an understanding of the training undertaken to help volunteers and coaches, something I would never have experienced had I not been here. It also showed me the importance of recognising the tradition of cricket in Australia,” she said.
However, it doesn’t just end with Moretti’s visit and her training. As part of the programme, an official from Cricket Australia will fly back with her to Brazil and help her promote the game.
“There is so much I can take on board and share with my colleagues. It showed the work that goes into commercial partners’ planning, marketing objectives and how it is designed to help increase participation. To see it from an Australian point of view is a completely different experience and takes it to the next level,” concluded Moretti.