Growing Australia’s favourite sport

Sport is a cornerstone of Australian culture. Of the many sporting codes Australians spend their time watching, playing and supporting, cricket holds the broadest appeal. Embedded into the fabric of communities across New South Wales, cricket transcends language and culture and provides a safe space to celebrate diversity.

South Asian communities in Australia have incredible passion for cricket. But despite making up Australia’s fastest-growing population, these communities are underrepresented in volunteering engagements around the game. 

Cricket NSW was committed to understand the ‘why’ of this trend, and to break down the barriers that keep South Asian communities in Australia out of the sport. 

Stemming from a long-standing relationship with the University of Technology Sydney (UTS), when the opportunity arose to tackle this challenge with a team of transdisciplinary students from the Bachelor of Creative Intelligence and Innovation (BCII), Cricket NSW jumped at the opportunity.

Navigating the unknown

The students were keen fans of the sport, curious about working with an industry partner and interested in the problem space. But beyond this, they didn’t know quite what to expect from Industry Innovation Project (IIP). 

They were unaware of what an amazing opportunity working with Cricket NSW would be in building their professional relationships, applying transdisciplinary methods and navigating pathways to impact volunteer engagement in local cricket clubs. 

“It was such a unique problem space, that I went into it having really no idea what to expect,” said David Sherlock, final year BCII and communications student. 

“We established a personal relationship with the organisation, and it far exceeded anything I could have imagined.”

Similarly, it was Cricket NSW’s first time participating in the engagement. 

“Being our first time going through IIP, I wasn’t sure what to expect from the different skillsets the students would bring,” said Daniel Solway, area manager at Cricket NSW. 

“We’ve invested a lot of time in collaborating and working to the strengths of our team. To see that unfold naturally amongst a group of university students was impressive.”

But while it might have been unchartered territory for the multidisciplinary student team and Cricket NSW, this didn’t prevent them from tackling the challenge with an open mind. 

Turning point

One of the key characteristics of IIP is the distinct relationship between the students and industry partner. It’s more than mentee–mentor, or client–consultant. We define it as a partnership. 

Around three weeks in, with the guidance of their tutor, the students realised they had comfortably taken on the role of employees. They fit seamlessly into the existing structures of Cricket NSW, but they weren’t using their transdisciplinary skillsets.

“The whole point of IIP is to bring an alternative perspective and use the skills we’ve cultivated over the past three years. We weren’t doing that at all," said Jack Towers, final year BCII and business student.

Having built a strong relationship with Solway, they were able to propose an opportunity to collaborate and work in a different way. It was a crucial turning point in the project. 

“We’d gone through the different ways we operate at Cricket NSW at that point,” said Solway.

“And we were able to shift the way we operated, which enabled them to take a different lens, and give a different perspective to how we would normally approach a project like this. The way they collaborated to do so was a real highlight.”

What could have led the project in a different direction, shifted to an opportunity for the student team to use their working relationship with Cricket NSW to reframe the challenge and deliver a meaningful intervention. 

“I think we were a bit naïve at the start. It was a real highlight of the project how quickly and effectively we could turn that around and get back on track,” said Sophie Brown, final year BCII and sport and exercise science student.

We were able to shift the way we operated, which enabled them to take a different lens, and give a different perspective to how we would normally approach a project like this. The way they collaborated to do so was a real highlight.

– Daniel Solway, area manager at Cricket NSW

Designing an intervention for Cricket NSW

The challenge brief explored how Cricket NSW can better engage volunteers from South Asian communities within community cricket around the state. 

As the student team dove into the challenge, tested their assumptions and connected with stakeholders, their insights revealed that by trying to target a particular community, it was unintentionally exclusionary.

“A key learning was the value of assumptions and insights. And the testing you need to undertake to turn those assumptions into insights,” said Towers.

The students described the importance of active listening in designing an intervention that would be ready for implementation. 

“I learnt how important it was to listen to what Cricket NSW said. We had a lot of autonomy to explore the challenge, but it was vital in ensuring that we gave them something that was tailored to the business and how they operate,” said Brown. 

Using data-driven insights, the students were able to deliver recommendations that aligned with Cricket NSW core values and business capabilities. The key recommendation was a volunteer accreditation program that aims to upskill people across the community and provide pathways to becoming more embedded in the local cricket club. 

We had a lot of autonomy to explore the challenge, but it was vital in ensuring that we gave them something that was tailored to the business and how they operate. 

– Sophie Brown, BCII and sport & exercise science student

The students were invited to present their idea to the Sydney Metro Community Cricket Team where they received feedback that informed their final intervention.

Solway said he was impressed with the way the students presented themselves in this environment, and the broader attendees from Cricket NSW commented on how well the students work could be implemented into the community. 

The students noted this as a highlight of the project and felt it provided a lot of value to the ‘real-world’ nature of the subject.

“I wasn’t sure what the dynamic would be, presenting to industry professionals as a group of students. But they were so receptive to what we were saying and put their own twists on some of the points we made,” said Towers.

More than just a subject

Ask most students and partners who pass through IIP – it's more than a final-year university subject. The impacts are long-lasting and far-reaching. 

Cricket NSW, as the partner organisation, had VIP access to bright young minds, a graduate pipeline and insights that will inform the future of volunteer engagement statewide. But beyond that, IIP offers an opportunity for professional development and mutual learning. 

This was the first time Solway had led a project with a group of university students, and he identified it as a great opportunity for personal growth. 

“On a personal level, this has been a great professional development opportunity,” said Solway. 

“For me and for our staff, it has been a fantastic learning experience. The different insights and ways of thinking have enabled us to build our own skillset.”

Solway also carved out time to engage in industry panels and attended a sensemaking workshop at the completion of IIP. 

Panels and workshops enable partner organisations to connect, share insights and learn from each other. 

“Attending the sensemaking workshop helped me to unpack and see how my experience compared to other partners. Being able to hear those stories provides an opportunity to sense check how your business is operating in comparison to others, but also try take nuggets of gold from different industries,” said Solway. 

One of the students from their team is now completing an internship on the back of IIP, where they’ll be applying their transdisciplinary skills to support the actualisation of the student project and community cricket marketing for Cricket NSW. 

From one partner to the next

“Off the back of this experience, I’ve only got good things to say. We’ve ended up with tangible outcomes we’re hoping to pilot across the organisation,” said Solway.

“Being able to devote time to the students comes back in bounds for the organisation. And seeing the calibre of work being done by university students is impressive. Dive into it, commit to the program and I think you’ll be pleasantly surprised with where things end up.”

Off the back of this experience, I’ve only got good things to say. 

– Daniel Solway, area manager at Cricket NSW

---

Thank you to Cricket NSW and Daniel Solway for your commitment to TD School and participation in Industry Innovation Project 2023.

Congratulations on an exceptional project!

• David Sherlock, BCII/Communication, Media Arts and Production
• Jack Towers, BCII/Business, Finance
• Sophie Brown, BCII/Sport and Exercise Science
• Oscar Sims, BCII/Management
• Samuel Steinberg, BCII/Business, Economics
• William Druce, BCII/Design, Product Design