Cricket NSW’s South Asian Media Discussion & Partnership Session – by Duke Ramachandran for eLanka
This morning, I had the pleasure of representing eLanka at a highly insightful and engaging session hosted by Cricket NSW at their impressive, state-of-the-art headquarters, Cricket Central, in Silverwater.
Invited by Prithvi Rao of Cultural Perspectives on behalf of Cricket NSW, this exclusive media briefing brought together representatives from media outlets serving the Pakistani, Indian, Afghanistani, Nepali, Bangladeshi and Sri Lankan diaspora communities across New South Wales. The purpose was clear – to reaffirm Cricket NSW’s commitment to ensuring that the state’s vibrant and diverse South Asian communities feel a deep, genuine and lasting connection to the game they love.
At the heart of the discussion was the unveiling and deeper exploration of Cricket NSW’s South Asian Engagement Strategy (SAES) – a thoughtful and ambitious blueprint designed to shape cricket’s more inclusive future.
Developed through extensive consultation with community leaders, the SAES recognises both the enormous passion that South Asian communities have for cricket and the need to ensure that this passion is translated into meaningful participation, representation and belonging at every level of the game.
The strategy is built around three key objectives:
- Increasing participation and improving cricket experiences for South Asian communities by creating more inclusive opportunities and strengthening relationships with local communities.
- Providing pathways for talented South Asian players, coaches, umpires and administrators to excel within elite cricket structures and leadership pathways.
- Growing engagement among South Asian cricket fans with the NSW Blues, Sydney Sixers, Sydney Thunder, and Australia’s men’s and women’s teams through culturally relevant experiences and storytelling.
The session highlighted a number of exciting initiatives that Cricket NSW is investing in to bring this vision to life.
Among these is a strong focus on community engagement and education programs, designed to improve connection, belonging and access to cricket pathways throughout New South Wales. These initiatives will be supported by a network of South Asian Community Cricket Champions, helping bridge the gap between communities and the sport.
Another standout initiative is the establishment of a “Talent Accelerator” program, aimed at increasing South Asian representation in coaching and administrative ranks. Through internships, mentoring opportunities, partnerships, funding and educational programs—including collaborations with universities—the program seeks to nurture the next generation of leaders behind the scenes as much as on the field.
Recognising the importance of the fan experience, Cricket NSW also outlined plans to create enhanced match-day experiences centred around family, food and culture. Supported by a South Asian Fan Ambassador Program, these initiatives will celebrate and recognise male and female South Asian community influencers with strong community ties and social media engagement, helping inspire even deeper connections with the game.
Importantly, the session also provided insight into how Cricket NSW is investing directly into communities through paid roles, coach internships and localised infrastructure, demonstrating that this strategy extends well beyond words and into meaningful action.
The presentations were exceptionally well-articulated and authentic, delivered by an impressive panel including former Australian wicketkeeper Brad Haddin, Former Australian cricketer, Trent Copeland (General Manager, Sydney Thunder), Nechal Dhillon (South Asian Engagement Strategy Lead), Saffan Hassan, Matthew Taylor, Rea Singh, and Prithvi Rao. Their passion and commitment to creating a more inclusive cricket landscape was evident throughout the morning.
As someone of Sri Lankan heritage who has witnessed firsthand the unifying power of cricket within multicultural communities, it was encouraging to see an organisation of Cricket NSW’s stature not only acknowledging the significant contribution of South Asian communities to the game, but actively investing in ensuring that future generations feel seen, represented and welcomed.
The morning concluded with a fascinating tour of the world-class facilities at Cricket Central—a remarkable sporting precinct that reflects the professionalism and ambition of cricket in New South Wales—followed by refreshments and further opportunities for networking and conversation.
Congratulations to Cricket NSW and Cultural Perspectives on this important initiative. The South Asian Engagement Strategy is more than a participation program; it is a commitment to ensuring that cricket truly reflects the diversity of the communities that have helped shape and sustain the game in Australia.
Cricket has always had the power to bring people together. Today’s session was a timely reminder that the future of the game will be strongest when everyone feels they belong..
A video showing the NSW player change room and trophies as well as the Player net practice area along with a few photos at the media event are shown below as well.
Duke Ramachandran for eLanka
