Corporate involvement in sport isn’t always greeted enthusiastically by the purists, but Natwest’s association with cricket, in the shape of its No Boundaries campaign, is a huge and unadulterated asset to the sport.
‘Cricket has no boundaries’ is a fully integrated campaign designed to make cricket more accessible, to showcase and celebrate cricket’s commitment to diversity and inclusion, and the positive contribution it can have on modern society.
At its heart is a partnership with the brilliant Chance to Shine, working together to increase aspiration, promote cohesion and create opportunities for young people in communities and schools across the country.
The campaign is the first undertaken by NatWest in its role as Principal Partner of England Cricket. NatWest will mobilise its 60,000 staff and 16 million customers to raise funds for Chance to Shine through a range of fundraising initiatives.
So far its influence and impact has been undeniably positive. Nine new England teams across different genders, ages and abilities have been created, showcasing cricket’s commitment to diversity and inclusivity. Over 16,000 wristbands have been sold to support Chance to Shine, while 85,000 volunteers have been recruited to Natwest CricketForce – deployed across 2,500 cricket clubs throughout England and Wales.
NatWest has a long history of supporting grassroots cricket to support communities and help make the game accessible to all – and in partnership with Chance to Shine uses cricket to encourage social cohesion and help steer youngsters away from antisocial behaviour and crime.
To find out more about their events and other ways to get involved, check out their website.
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