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Manchester Originals release Purpose and Impact Report
The Manchester Originals cricket team has published its first Purpose and Impact Report.
The side plays its cricket in The Hundred; a format of cricket that, you guessed it, features 100 balls bowled in each innings. The competition includes eight professional men’s and eight professional women’s teams located across England and Wales.
In a first for The Hundred, the Originals’ report highlights its successes and challenges in driving positive impact off the pitch.
From the inaugural Hundred competition in 2021, the Originals have wanted to champion inclusivity and celebrate its local community.
Setting up an initial strategy has seen the Originals entice new fans to the sport – with 48% of buyers being new in 2023 and 30% female (an increase of 12% on the cricket average). The side also participated in two Sky Zero games last year which resulted in a 22% increase in active travel among Originals supporters.
There were more than 5,000 in-person community engagements, and 22% of ticket-buyers were juniors.
Across the three seasons of The Hundred, the Originals have trialled vegan meals, while last year saw female athletes and backroom staff receive climate training in partnership with consultancy Think Beyond.
In 2023, the Originals’ kit was made from 100% recycled materials, while the club held 22 community events with 45 player appearances.
“Purpose is good for sport. We believe that sport can be a leader in delivering purpose and driving change through the influence that it has on people."
Ahead of the upcoming 2024 campaign, the Originals have set a target of 70% of all community activations engaging non-traditional communities, and working with more people through local brand partnerships.
Fiona Morgan – who is not only Chief Purpose Officer for Sail GP, but is also a member of the Manchester Originals Board – said: “Purpose in sport is a reason for being beyond winning and profit alone. It’s a framework that guides decisions and it’s proven to drive brand value, staff engagement, innovation and commercial growth if done properly.
“Purpose is good for sport. We believe that sport can be a leader in delivering purpose and driving change through the influence that it has on people. Athletes should be ambassadors for what Manchester Originals as an organisation believe in.”
Image: John Oswald on Unsplash