Cricket – bringing shadow leagues into mainstream

This is the title of one of the presentations at the conference Getting more people from black and minority ethnic communities into sport and physical activity which takes place on 27th March 2014 at the Signing Tree Conference Centre in Birmingham.

Organised in partnership between Sporting Equals and Sports Marketing Network this is a  conference teaching new ways of engaging and retaining participants in sport and physical activity from BME communities.

This presentation is delivered by Gulfraz Riaz, Development Manager at Club Cricket Conference, which has been in existence for 99 years and celebrates its centenary in 2015. Today, CCC has close to 1300 hundred clubs as members or affiliated via leagues, across south eastern England. It provides a fixture bureau for member clubs to find matches in their region throughout the playing season and operates an advisory service to help support clubs with specific issues that may confront them from time to time.

For a good many years South Asian Cricket leagues have been developing and growing across England.  The undoubted talent exhibited is increasingly being recognised through the county system with many South Asian players now playing professionally. However more needs to be done and CCC along with others is at the forefront of assisting in the development of this existing talent pool and engaging with the leagues/clubs across a range of areas.”

Gulfraz Riaz is the Cricket Development Manager for the Club Cricket Conference and has worked closely with the England and Wales Cricket Board and various County Board at National and Regional levels

This one-day event will provide examples of good practice on increasing participation in sport and physical activity for people from ethnically diverse communities. Attendees can learn ideas to suit their own environment. Pick up helpful insight, learning from people themselves and the providers who have been successful. Use the ideas to shape your sporting and physical activity opportunities to provide experiences for everyone involved.

 This is not a conference packed with policy presentation. We hope people will leave the event knowing they have heard some great practical ideas and having learned how to make positive changes of their own.

 Further details can be found on

You can also call 01423 326 660 or email 

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