DUBAI // The campaign to attract Emiratis to cricket is set for its biggest push, after the Emirates Cricket Board (ECB) yesterday announced a new development programme with significant corporate backing.
Until now, cricket’s administration in this country have struggled to move the sport beyond its traditional expatriate audience.
Although two of the UAE squad playing at the World Cup in Australia and New Zealand are nationals, including the captain Mohammed Tauqir, few domestic cricketers are Emirati.
In a bid to amend that, the governing body are initiating a development programme aimed at children between the ages of eight and 13.
The project starts in September, within the PE curriculum of five schools in Al Ain, which will involve about 300 students.
The ECB hope to treble the number of Emirati children who have a chance to play cricket within the space of three years, across Al Ain, Abu Dhabi and Dubai.
Al Ain Water, the company providing the financial backing to the scheme, will also be the title sponsor of a new UAE Under-19 tournament.
Tellingly, David East, the chief executive of the ECB, was in Dubai to announce this new initiative, rather than in Melbourne with the team at the World Cup’s opening ceremony.
“For me, indigenous development in cricket is absolutely crucial,” East said.
“We have a national side in New Zealand that has achieved some amazing things, with some Emirati presence.
“But in my view we need to make sure the next generation of cricketers that go to a World Cup have been nurtured through the type of project we are about to embark upon.
“We undoubtedly have indigenous talent here, but it needs focus and clear direction. I’m sure this will pay enormous dividends for UAE cricket.”
Tim Anderson, the head of global development for the International Cricket Council (ICC), praised the ECB’s new scheme.
He said the chance to access 100 per cent of a nation’s population, rather than just the expatriate community, is fundamental to growing the sport.
“I think when a national team qualifies for a World Cup, short-termism often happens,” Anderson said.
“There is a big focus on the event, the players and the team. The fact the organisation has been able to focus on sustainability and the long term at the same time is incredibly special.”
Agthia Group, the parent company of Al Ain Water and a sponsor of the national Football Association, were attracted to invest in cricket partly because of the success of the Indian Premier League (IPL) in the UAE last year.
“The IPL experience last year widened the awareness of cricket in the UAE,” said Fasahat Beg, the executive vice-president of the consumer division of Agthia Group. “It was not only the established cricket supporters.”
pradley@thenational.ae
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