Fields congratulates players, ICC on Women's World Cup research results

10 October, 2017
Jodie Fields has congratulated the ICC and the players on a successful women's World Cup, where interest in female cricket has reached an all-time high, according to recent research conducted by Nielson.

Fields says that this research shows that women's cricket is on strong footing, heading into a home Ashes series in Australia.

"The recent World Cup in the UK showed that there is a real appetite for women's cricket," Fields said.

"What this research confirms is that the standard of play is exciting, there are more supporters and that this success is driving participation at grassroots level.

"The challenge now is for world cricket to capitalise on these positive elements, and continue to push cricket as the sport of choice for female athletes across the globe."

The research was conducted in five key cricket markets, with 400 interviews in each market used to investigate awareness of the Women's World Cup, perceptions towards the women's game and key motivators to getting involved in women's cricket.

Key figures from the research included:

  • 93% of respondents' felt that it was the best standard of women's cricket they had seen;
  • 91% of respondents' finding the matches exciting to watch on television;
  • As many as 82% followed the event more than any other women's cricket event previously;
  • 67% of respondents said they would now take a greater interest in the women's game following the World Cup;
  • As many as 92% of sports fans in India believe they had seen an increase in media coverage of women's cricket in the last two years while 66% in England and Wales, 66% in Australia, 58% in South Africa and 50% in New Zealand felt the same;
  • 65% of sports fans were aware that the ICC Women's World Cup took place, which included a whopping 94% from India and 67% from tournament host England and Wales;
  • Almost 40% of respondents' children watched the coverage of the event;
  • 50% of respondents' children were inspired to try playing the game or play more cricket based on what they had seen at the ICC Women's World Cup.

ICC Chief Executive David Richardson said the research 'confirms our belief in the potential for the growth of women's cricket.'

"It is heartening to see that almost 70% of those questioned have said they'll now take a greater interest in the women's game and more so that half of their children felt inspired to try the game or play more cricket," Richardson said.

"What is particularly satisfying is the almost unanimous agreement that the standard of cricket this summer was the best people had ever seen."

Fields said that the players should be congratulated for continuing to drive this improvement at both international and domestic levels.

"This summer the cricketing public will get to watch the biggest rivalry in world cricket playing for the Ashes," Fields said.

"From Australia's perspective, this improvement has been driven by providing better opportunities to female players at all levels.

"The WNCL remains the pinnacle of female domestic cricket, and continues to drive the best players to represent their country at the highest level.

"It's a great time to be a player and supporter of women's cricket."

Richardson looked towards the introduction of the Women's Championship in 2014 as a catalyst for this improvement, with the competition acting as a qualifier for the recent World Cup in the UK.

"The ICC introduced the Women's Championship in 2014 to provide more competitive opportunities and increase the strength and depth of the women's game," Richardson said.

"With the second edition getting underway later this week I am genuinely excited about the future of women's cricket and its growth.

"I wish all the teams the very best as they embark on this tournament and on the road to World Cup 2021."

For Australia, they will begin their Women's Championship campaign in the upcoming Ashes ODI's, which take place in Brisbane and Coffs Harbour.

© Australian Cricket Players Limited
Photos courtesy of Getty Images
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