Supporting a more inclusive future for women’s cricket
This summer, women’s cricket in England reached new heights.
The ICC Women’s T20 World Cup came to England and Wales, bringing some of the world’s best players to packed grounds and introducing new audiences to the women’s game. Record-breaking attendances and growing visibility demonstrated just how much appetite there is for women’s cricket, both on and off the field.
But as the spotlight on women’s sport continues to grow, so too does the importance of making sure that everyone involved in the game feels welcome, respected and safe.
That is why, at Signify, we were proud to support Her Game Too Cricket at England Women’s ODI against Ireland at the Central Co-op County Ground in Derby on 3rd September, providing flags for fans to take into the ground and show their support for the campaign.
Fighting sexism in cricket
Her Game Too was established to tackle sexism and promote gender equality in sport, and its cricket campaign focuses specifically on addressing the barriers women and girls continue to face within the game.
That work is increasingly important as participation and interest in women’s cricket grows. Her Game Too highlights that, despite the significant progress made in recent years, discrimination remains a reality for many women involved in cricket. Its work includes raising awareness, providing education, supporting reporting mechanisms and working with clubs and organisations to create more inclusive environments.
The organisation’s work is a reminder that growing the women’s game isn't simply about increasing the number of people watching or playing. It is also about creating a sporting culture where women and girls feel that they belong.
From the boundary to the timeline
There is a natural connection between this and the work we do at Signify.
Our work focuses heavily on understanding and addressing the abuse and harmful behaviour directed towards athletes online. As women’s sport becomes more visible, athletes are increasingly exposed to online spaces where sexism, misogyny and abuse can be amplified.
What happens online doesn't exist in isolation from the wider sporting environment. The experience of a player, fan, coach or official can span the boundary, the stands and the timeline - and creating a positive culture across all three matters.
Supporting organisations such as Her Game Too is therefore an opportunity to help amplify an important message: women's sport belongs to everyone.
Showing your support
At the England v Ireland ODI, fans were able to show that message themselves, with Her Game Too flags making their way around the ground.
It might seem like a small gesture, but visibility matters. Every flag, conversation, post and show of support helps reinforce the idea that sexism has no place in cricket, and that women and girls should be able to enjoy, participate in and contribute to the sport without discrimination.
The incredible momentum behind women’s cricket this summer is something to celebrate. But if we want that momentum to continue, we all have a role to play in making sure the game we are building is one where everyone feels welcome.
At Signify, we're proud to support those working towards that goal.
Her game too.