Royal London & ACE Programme
Levelling the playing field in cricket
As a purpose-led brand and a partner of English cricket since 2014, Royal London partnered with the ACE Programme to help address the decline in cricket participation by within the black community.
Black professional cricketers have declined by 75% and make up less than 1% of the recreational game, a major issue in the English game.
As an extension of their partnership with the ECB, Royal London partnered with the ACE Programme to fund the expansion of the programme into its third city – Bristol.
Launched in the summer of 2021, the expansion of the programme in Bristol has offered talent pathways to young black cricketers in the city. From community hub introductory sessions to selecting 23 youngsters as part of their elite academy, the programme has offered opportunities to talent of all levels, as well as developing coaches.
Royal London dedicated men’s and women’s international matches to the programme, renaming them ‘Royal London x ACE One Day International’ as well as surprising talent with England cricketing legends and giving unique access to the National Cricket Performance Centre.