All Stars Cricket: Why Is It Failing?

If the ECB wanted to attract new people to the sport with the All Stars Cricket programme, perhaps it shouldn’t be more expensive than existing juniors cricket coaching or almost literally every other single thing a kid could be doing instead?


For those who might not be aware, the ECB recently launched a new initiative which aims to reverse the decline in youth participation in cricket. Named ‘All Stars Cricket’, the scheme is designed to get 5-8 year old boys and girls to “fun” coaching sessions at their local cricket clubs. The parents pay £40 to the ECB a few weeks before the sessions start, and in return they receive eight hour-long training sessions and a backpack containing a personalised cricket top, a water bottle, a hat, a cricket bat and a ball. The coaching is carefully designed by experts to be help children in their fitness and hand-eye coordination, as well as being entertaining.  In addition, there are videos online featuring current men’s and women’s England players, and suggestions for cricket-based games the parents can play with their children in their back garden.

At the launch a mere 7 weeks ago, the ECB were suggesting that they were targeting approximately 50,000 boys and girls to take part. They had announced a collaboration with MumsNet, an influential parenting website, and promised a marketing campaign to extend All Stars Cricket’s appeal beyond the children of existing cricket fans. 10,000 children who sign up before May 10th will also be randomly selected to meet and play with current England players at various events around the country.

Matt Dwyer, the Director of Participation & Growth at the ECB who is responsible for All Stars Cricket, was on Test Match Special on Sunday talking about it. The thing which immediately jumped out at me during the interview is that he said it’s on course to have around 20,000 children participating this year. This is 40% of the ECB’s own target, which begs the question: Why has it all gone wrong?

Cost And Value

The first thing that jumps out at me about All Stars Cricket is the cost. £40 upfront is not a small amount of money for a lot of people. Apart from excluding children with poor parents, it also represents a gamble even for cricket-loving middle-class parents. If they sign up their child only for the kid to hate it and refuse to go back, the parents will have paid £40 for the backpack and one hour of training.

And what do you get for £40? I’m pretty sure I’ve seen cricket bats with balls in one of my local pound shops, as well as water bottles and caps. The personalised shirt and backpack might be a little more expensive, but not much. I’d personally be amazed if the ECB was paying more than £4 for every child’s full kit.

As for the coaching itself, £40 still seems a lot of money for 8 hours of junior cricket coaching. To take the example of my local cricket club, they offer a weekly 90-minute training session for under-11s for £2.50, plus an annual junior membership of £5. For the same money as All Stars Cricket, a child gets 21 hours of coaching. It’s presumably by the same coaches, teaching the same skills and probably in quite similar ways. Perhaps it seems like better value in more expensive parts of the country, but it’s hard to see All Stars Cricket as anything other than a rip off where I live.

An important thing to remember is that All Stars Cricket isn’t just competing with existing cricket coaching, if parents have £40 to spend on making their child happy they have much better ways to spend it available to them. They could buy at least five or six new DVDs for them to watch, which is almost certain to offer more than 8 hours of entertainment. They could buy a new console game for around £40, again you’d expect more than 8 hours fun from that. They could buy 40 cheap crappy toys from their local pound shops, way more than 8 hours of fun there.

It might seem like an oversimplification but if the ECB wanted to attract new people to the sport with the All Stars Cricket programme, perhaps it shouldn’t be more expensive than existing juniors cricket coaching or almost literally every other single thing a kid could be doing instead?

Forward Planning

The other obvious flaw I see in All Stars Cricket is that it requires forward planning by the parents. The whole training plan is based around the kit the kids will get in the backpack. Each one has to be personalised and then delivered, which obviously takes some time. If someone heard about their local cricket club’s All Stars Cricket sessions the day before they started, they couldn’t just drop their kid off on the day with £40. If a kid who has signed up enjoys it, nothing they can do could get their friends to join up until the next year. If a family has a holiday booked for one of the weeks, the child will miss out and potentially be left behind the other children taking part. And of course the parents will still be paying for the hour’s training that the child misses.

All Stars Cricket, like most ECB-run schemes, suffers from rigidity and over-centralisation. If a new kid turned up at my local club’s regular junior coaching session, they wouldn’t be expected to pay anything up front. They’d almost certainly get one free trial session to meet everyone and see if they enjoyed it. They wouldn’t need any of their own kit.  Kids who forget to bring their weekly fees or pay their membership are still allowed to play, with a gentle reminder to bring them next week. With more than 8 hours of coaching every summer, if a child is away one week they won’t miss out on specific skills they might need to play cricket at the same level as the rest.

I’m also a little curious what happens with a club’s All Stars Cricket programme if some of it has to be cancelled due to rain. Can the club schedule an extra week, or do the kids lose out on some of the carefully selected activities due to lack of time? Again, and I hate to keep banging on about it, I doubt the parents get a refund either way.


I don’t have any children, so I suppose it’s possible that the marketing is great and I’m just not seeing it. Obviously people who are already active with their local cricket clubs will almost certainly be aware of All Stars Cricket. I’d assume there are probably articles about it in many local newspapers, and some clubs will have managed to put up posters, handed out flyers, talked at school assemblies and so on. The usual kind of local unpaid outreach done largely by selfless volunteers.

I’ve not been able to find any evidence of the collaboration with MumsNet which was much heralded at the scheme’s launch. The only things which show up when searching for “All Stars Cricket” on are an invitation to the launch event in March and a handful of posts in localised forums. I honestly find it a bit embarrassing.

Beyond that, all I’ve seen are social media posts and articles by national cricket journalists. The thing about these is that they’re only going to be seen by existing cricket fans. For a programme which many people had suggested could reach out to children without a cricket-loving parent, I’m not seeing any evidence of the ECB even trying.


In short: The ECB (which tries to solve everything with lots of money, mediocre marketing and no understanding of the general public) has tried to solve poor youth cricket participation with lots of money, mediocre marketing and no understanding of the general public. I’m honestly a little surprised even 20,000 kids will sign up.

As always at the ECB, despite creating a colossal failure no one will lose their job. It was probably all KP’s fault. Or it was the public’s fault for not understanding what a great deal the ECB were offering them. Clearly no one can be held responsible for this, or is so incompetent that they need to be replaced.

Feel free to insult me, or the ECB, in the comments below.

9 thoughts on “All Stars Cricket: Why Is It Failing?”

  1. Danny,

    A very interesting article, especially to us over here in (northern) Ireland who weren’t invited to the all stars party. It will be interesting to get some feedback from clubs & participants involved directly.

    You are definetly showing your age… DVDs… think Netflix/AmazonPrime/iTunes for £7~ per month . I have a son and can count on the my left hand the number of DVDs he’s watched in his life.


  2. On closer inspection, the ECB appear to be using the “All-star” format as a way of monetising (aka exploiting) the army of enthusiastic volunteers around the cricket clubs. Every summer, 1000s of volunteers turn up and coach cricket to kids for free. Well, the ECB must be apoplectic about this. Cricket going on that they’re not taking a cut of? So like Tony Soprano, this is their way of muscling in on the action. The same kids get the same advice off the same coaches on the same club outfields, but now, the ECB gets paid £40 for every kid that turns up without having to raise a finger from their brandy glass. 20,000 kids means an extra £800,000 into the ECB’s senior administrators early retirement fund.


    1. It’s not quite that much, the ECB might even be making a loss on the whole thing. For a start, £5 from the £40 goes to the club. This is £20 less than my club would get from 8 weeks of regular junior coaching, so arguably this is taking money away from the local clubs. Then there’s the kit bag. I say that it shouldn’t cost more than £4 (assuming you were getting everything wholesale from the factory), but that would be based on a well-run and efficient company capable of handling business negotiations and the logistics of delivery for up to 50,000 kits. This does not describe the ECB. With the personalised T-shirts along with everything else, I wouldn’t be surprised if the actual cost for each kit was around £20.

      So with perhaps £300,000 left over, I doubt that would cover the money the ECB will have spent designing the scheme. I have no doubt that several consultants, market researchers, advertisers and experts were paid to weigh in on the scheme. All of whom no doubt said that it was a great idea, after depositing a large cheque.

      I have to say that I don’t think that the ECB is evil. I think they are genuinely trying to do good things with All Stars Cricket, and generally. My view is more that they suffer from a widespread, soul-crushing level of incompetence. This is compounded by no one taking responsibility for things going wrong and either resigning or being fired. All Stars Cricket seems likely to only reach 40% of its target 50,000 sign ups. In 99.99% of jobs, you’d get fired for this level of failure. I’d wager no one faces any consequences for this at the ECB.


  3. Great article, well written and logically explained without being too scathing on the ECB (which seems to be the trend at the moment and an easy thing to do). Couldn’t agree more that every child should be given an introductory trial to see if they enjoy it before signing up. We all know cricket is such a niche sport, and whilst we are all huge fans- there are those out there who just cannot take to it. Hopefully ECB see sense and take some of your observations on board.


    1. Thanks! In all honesty, I am furious at the ECB. I think that, over the last 12 years particularly, their negligence and inaction has cost English cricket dearly. Since cricket left free-to-air television in 2005, I can’t think of a single thing the ECB have done to keep cricket alive in the public consciousness. It is this failure which has led us to all of the issues we face now.

      The one mitigation I offer is that I do genuinely think they’re well-intentioned, on the whole. Incredibly inept, woefully out of touch with ‘average’ people, and often self-serving, but well-intentioned nonetheless.


  4. Brilliant read, even a year on. The fact they are now reaching 50,000 kids is great to hear but as a second time round parent of an All-Star and former Activator I still believe the whole thing is a complete con. I begrudgingly paid another £40 this year so my daughter can play cricket with her pals and have the honour of wearing the cheap polyester t-shirt whilst brandishing her 2nd plastic bat.

    The fact that they have basically rolled out last years games and marketing tools and still taking 87.5% of the money paid by parents, having introduced nothing new in all reality is a joke. For 50,000 kids this year the ECB has raked in £2,000,000 and then had the nerve to give the clubs, who are doing, I’d say, 99% of the work involved, a paltry 12.5% of that 2 million. This is money that I’m sure many of the clubs could do with themselves.

    As of next year, our club will be dumping ASC and reverting back to our own Mini-Cricket which was basically the same thing anyway.


    1. Thanks! I doubt your club will be alone in dropping it, my nearest club didn’t even offer it this year. In truth, with the ECB director who launched the scheme leaving earlier this year, I doubt it will survive for more than a few years anyway.

      There are quite a few good points in it. I’m sure kids enjoy it. It encourages parents at volunteer at the clubs. It has a pretty good website making it easy to find, join and pay for. The frustrating thing for me is how much of this it wastes. There’s been virtually no central marketing of it, with the main successes being largely the result of exemplary work by unpaid local club members. It’s stuck on its own, isolated from related schemes like Chance To Shine and regular junior cricket. The good payment/schedule website for All Stars isn’t available for all other club cricket. And the way every kit is personalised and mailed to the kid has to be the most expensive way of doing it, wasting money which could go to the clubs.


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