Hartpury University is supporting the England and Wales Cricket Board (ECB) in developing a robust, scalable methodology to help cricket clubs across England and Wales better understand the demographics of matchday fans.
Delivered through Hartpury’s Sports Business Hub and its Department of Business and Management, the project is designed to strengthen the ECB’s evidence base around participation, inclusivity and fan engagement. By generating high-quality, actionable insight, the initiative will support more informed decision-making and a more inclusive approach to governance and community outreach across the professional game.
The methodology, developed to be practical, ethical and club-friendly, has been piloted at Gloucestershire County Cricket Club (GCCC). The pilot achieved strong response rates, was positively received by supporters, and has generated a detailed report currently being prepared for presentation to the ECB. Subject to approval, the process is intended to be rolled out nationally.
The project is led by Dr Alex Kay (Senior Lecturer in Sports Business Management), supported by Jeremy Holt (Lecturer in Business Management) and PhD student Matthew Waldron, a recent graduate of Hartpury’s MSc Sports Management programme. Students have played a central role in the design, implementation and analysis phases, gaining hands-on consultancy experience while contributing to a live national governing body brief.
This collaboration demonstrates how Hartpury’s Sports Business Hub responds directly to industry need by combining academic rigour with applied delivery. Drawing on expertise from the new Department of Business and Management, the team has:
- Provided robust research design and methodological expertise
- Supported clubs in building confidence in collecting, interpreting and acting on demographic data
- Translated academic research into practical tools that can be standardised across multiple venues
- Delivered a trusted model for insight generation, feedback and implementation
By embedding students within real-world consultancy projects, the Hub not only enhances the sport sector’s decision-making capability but also develops future professionals equipped with practical research, data analysis and stakeholder engagement skills.
The project further highlights Hartpury University’s role as a connector, bridging national governing bodies, professional clubs and students through high-quality applied research. While rooted in sport, the approach reflects broader business and management strengths in data insight, organisational governance and strategic engagement.
Dr Alex Kay said: “This project reflects the best of what the Sports Business Hub stands for: high quality, rigorous research that directly supports the sporting sector while giving our students meaningful, applied experience. By working closely with Gloucestershire Cricket and the ECB, we are helping the sport build a deeper understanding of who engages with cricket, ensuring future decisions are grounded in real insight and inclusive practice. We are thankful to both the ECB and GCCC for the opportunity and continued partnership.”
