Our Objectives Cricket Wales Strategy
Our Objectives Cricket Wales Strategy
Two smiling men in Glamorgan County Cricket Club kit. One man is wearing a yellow cricket helmet

Putting our plan into action

Develop Players Welsh Fire Leading Venue Our People, Our Business Increase Engagement Growing Revenue Generation
Develop Players

Develop successful elite teams and international/franchise players

We want our players to love playing for Glamorgan, our future stars to aspire to wear the shirt, our fans to be enthused watching us and our members to remain proud of their club.

We want to have home grown men and women progressing to our first teams and continuing to grow once there, some of those first team players going on to play international and franchise cricket and our teams achieving success in domestic competitions.

We will create the next generation of Glamorgan heroes, on and off the pitch, providing them with great support to help them grow and flourish. This will lay the foundations for a sustainable successful future for cricket at the club.

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Our Focus

To achieve that our focus will be to:

01

Create ‘The Glamorgan Way’ blueprint

02

Develop quality players and ensure that they are capable of delivering match winning performances for Glamorgan and for them to be successful at the highest level

03

Deliver high quality coaching and create high- performance environments for players to flourish within

04

Provide outstanding Sport Science, Medicine and operational support for the physical and mental well-being of all players and staff

05

Optimise our use of data, knowledge and intelligence to inform our planning and decision making

06

Be smarter than other teams in retaining and recruiting the best available talent that fill our skill gaps

07

Ensure access to high quality facilities for both preparation and match day performance to enable the continuous development of our players

Our Focus

To achieve that our focus will be to:

Create ‘The Glamorgan Way’ blueprint
Develop quality players and ensure that they are capable of delivering match winning performances for Glamorgan and for them to be successful at the highest level
Deliver high quality coaching and create high- performance environments for players to flourish within
Provide outstanding Sport Science, Medicine and operational support for the physical and mental well-being of all players and staff
Optimise our use of data, knowledge and intelligence to inform our planning and decision making
Be smarter than other teams in retaining and recruiting the best available talent that fill our skill gaps
Ensure access to high quality facilities for both preparation and match day performance to enable the continuous development of our players
Develop Players

Become the number one Women’s team sport in Wales and embed a ‘1 club, 2 teams’ culture

We plan to build the strong foundations required to embed our Women’s team and pathway into the core of the club and ensure that they are afforded the same opportunities as the Men’s team, uniting the nation to bloom as one and helping Cricket becoming the Number One Women’s Team Sport in Wales.

We will aim to drive awareness of Women’s cricket, build a strong fanbase and aim to give young Welsh girls every opportunity to develop all of the way from the pathway through to our professional team.

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Our Focus

To achieve that our focus will be to:

01

Recruit a squad of players, coaches and support staff to represent Glamorgan in the Tier 2 (And Tier 1 from 2027) competitions.

02

Align the Women’s team to the Men’s team and ensure that we embed a ‘2 teams, 1 club’ culture with equal opportunities and access.

03

Ensure our talent pathway and academy is appropriately skilled and resourced.

04

Develop quality players and ensure they are capable of delivering match winning performances for Glamorgan and be successful at the highest level.

05

Deliver high quality coaching and create high- performance environments for players to flourish within.

06

Provide outstanding Sport Science, Medicine and operational support for the physical and mental well-being of all players and staff.

07

Give equal access to facilities to enable players and coaches to be able to develop the required skill sets to succeed.

08

Grow awareness of the Women’s team and create a strong following of supporters.

Glamorgan County Cricket Club mens and womens teams in kit posing for group photo
Our Focus

To achieve that our focus will be to:

Recruit a squad of players, coaches and support staff to represent Glamorgan in the Tier 2 (And Tier 1 from 2027) competitions.
Align the Women’s team to the Men’s team and ensure that we embed a ‘2 teams, 1 club’ culture with equal opportunities and access.
Ensure our talent pathway and academy is appropriately skilled and resourced.
Develop quality players and ensure they are capable of delivering match winning performances for Glamorgan and be successful at the highest level.
Deliver high quality coaching and create high- performance environments for players to flourish within.
Provide outstanding Sport Science, Medicine and operational support for the physical and mental well-being of all players and staff.
Give equal access to facilities to enable players and coaches to be able to develop the required skill sets to succeed.
Grow awareness of the Women’s team and create a strong following of supporters.
Glamorgan County Cricket Club mens and womens teams in kit posing for group photo
Welsh Fire

Develop Welsh Fire as an internationally successful franchise

Maximising the great opportunity of being one of the 8 host venues in the Hundred competition. We want to position Welsh Fire as a leading team in the tournament whilst maximising the opportunities for learning and growth that can elevate the position of Glamorgan CCC.

Positioning Welsh Fire as a unique offering and brand and use it as a platform to inspire the people of Wales to follow, play and attend and grow the game of cricket in Wales

We will use this opportunity to integrate the Welsh Fire team franchise into the Glamorgan CCC portfolio and create synergies that can maximise the opportunities for both organisations to flourish.

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Our Focus

To achieve that our focus will be to:

01

Attract world class players, coaches and support staff to Welsh Fire.

02

Create a ‘1 club, 2 teams’ culture with men & women standing shoulder to shoulder.

03

Embrace the unique position of being the only Welsh team in The Hundred competition.

04

Deliver a high-performance environment and great experiences for all.

05

Understand and appeal to our current and future fan base and convert them into attending Welsh Fire matches

Welsh Fire women's cricket team high-fiving on pitch with blurred crowd in background
Our Focus

To achieve that our focus will be to:

Attract world class players, coaches and support staff to Welsh Fire.
Create a ‘1 club, 2 teams’ culture with men & women standing shoulder to shoulder.
Embrace the unique position of being the only Welsh team in The Hundred competition.
Deliver a high-performance environment and great experiences for all.
Understand and appeal to our current and future fan base and convert them into attending Welsh Fire matches
Welsh Fire women's cricket team high-fiving on pitch with blurred crowd in background
Leading Venue

Develop our facilities and infrastructure to maintain our status as a major international venue and ensure adequate Professional Cricket facilities within Wales

We will continue to run a multi-purpose venue, with facilities and infrastructure that caters for a diverse range of events and delivers outstanding experiences and opportunities for our staff, players, members and spectators and key stakeholders.

We will maintain our reputation of delivering major matches, domestic cricket and events to exceptional standards, providing outstanding cricket facilities for first class and international preparation and competition.

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Our Focus

To achieve that our focus will be to:

01

Finalise and begin to deliver the Sophia Gardens masterplan.

02

Develop and implement a comprehensive planned maintenance programme and budget.

03

Work with our key stakeholders to support, develop and enhance our facilities and infrastructure at both Sophia Gardens and across Wales.

04

Utilise technology to streamline our processes, drive efficiencies and modernise our facilities and customer experience.

05

Deliver our operations in a sustainable and environmentally friendly way.

Leading Venue

Be known as a leading, high-quality and profitable non-cricket business

We will provide flexible and adaptable facilities which cater to a wide range of events and continue to deliver exceptional non- matchday experiences which will maintain our reputation as a leading venue in Cardiff

We will continue to build strong relationships, deliver outstanding food and service to our clients whilst utilising technology to streamline and modernise our facilities and elevate our customer experience as we move forward

Building a strong annual calendar of events will allow us to build on the strong base created by the Conference and Events business and allow us to diversify our offering and make us appeal to more event promoters and organisers.

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Our Focus

To achieve that our focus will be to:

01

Compile a non-match day Sales & Marketing Plan & Strategy.

02

Provide facilities which are modern, adaptable and fit for purpose.

03

Exceed client expectations for events/functions by going the 'extra mile’.

04

Recruit and develop a casual staff base which supports our vision and values.

05

Provide our clients with a value for money experience.

06

Deliver a breadth of events at the Stadium to introduce new people and grow awareness.

Corporate box at Sophia Gardens filled with people and flowers
Our Focus

To achieve that our focus will be to:

Compile a non-match day Sales & Marketing Plan & Strategy.
Provide facilities which are modern, adaptable and fit for purpose.
Exceed client expectations for events/functions by going the 'extra mile’.
Recruit and develop a casual staff base which supports our vision and values.
Provide our clients with a value for money experience.
Deliver a breadth of events at the Stadium to introduce new people and grow awareness.
Corporate box at Sophia Gardens filled with people and flowers
Our People, Our Business

Recruit, develop, recognise and retain outstanding people and place them at the heart of our club

We will ensure a culture of excellence to which all staff can identify by embedding shared values, behaviours, cultures and brand throughout the club.

We will develop and deliver an effective recruitment and retention policy, enabling Glamorgan to be the employer of choice for people, and ensure the right people fit into our structure and help us to deliver our goals,

Our aim is to inspire our people to showcase their talent, passion, creativity and endeavour to meet the Club’s vision and deliver sustained success.

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Our Focus

To achieve that our focus will be to:

01

Build an effective and inclusive recruitment and induction process.

02

Implement a focussed development programme which allows training opportunities for staff and leads to effective succession planning.

03

Celebrate success – reward and recognise the contributions of our people and ensure a more transparent and fair approach.

04

Ensure resources are in-place to deliver robust HR policies and procedures to support the health and wellbeing of our people

05

Improve teamwork and collaboration to drive more effective communication and engagement across all departments of the club.

06

Ensure a diverse and appropriately skilled Board that meets the needs of our ever-changing business.

Our People, Our Business

Achieve a stable and sustainable financial future

We will underpin and deliver a stable and successful club within which the financial resources available are optimised and allocated to deliver all of the other strategic objectives within this plan. Financial stability and strength will enable management to operate more flexibly and independently.

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Our Focus

To achieve that our focus will be to:

01

Deliver a retained profit in each year of the plan period and to deliver an underlying (i.e. minimum) unfettered cash balance of £250k during 2025 and £500k during 2026.

02

To provide a disciplined financial control environment to ensure optimum delivery of strategic objectives.

03

Resolve the Club’s debt management plan so that all existing debt is repayable by 31 Dec 31 and any new debt supports profitable (i.e. after debt costs) revenue generating investment. In addition, to resolve the Club's corporate structure strategy for the duration of the planning period.

04

Deliver fair and reasoned investment across the Club which reflects the relative importance of each area of the business.

05

Delivery of growth in Men’s cricket and the successful introduction of a Women’s team in 2027

06

Support the business case and delivery of improved revenue generation – both cricket and non-cricket.

Night time image of Sophia Gardens Cricket grounds with packed stands and lights on pitch
Our Focus

To achieve that our focus will be to:

Deliver a retained profit in each year of the plan period and to deliver an underlying (i.e. minimum) unfettered cash balance of £250k during 2025 and £500k during 2026.
To provide a disciplined financial control environment to ensure optimum delivery of strategic objectives.
Resolve the Club’s debt management plan so that all existing debt is repayable by 31 Dec 31 and any new debt supports profitable (i.e. after debt costs) revenue generating investment. In addition, to resolve the Club's corporate structure strategy for the duration of the planning period.
Deliver fair and reasoned investment across the Club which reflects the relative importance of each area of the business.
Delivery of growth in Men’s cricket and the successful introduction of a Women’s team in 2027
Support the business case and delivery of improved revenue generation – both cricket and non-cricket.
Night time image of Sophia Gardens Cricket grounds with packed stands and lights on pitch
Our People, Our Business

Ensure high standards across all business operations and build resilient organisational health

We will ensure that we run high class business operations, remain compliant with all of the relevant frameworks and legislation and have resilient organisational health.

As part of that, it is important to ensure that that we are being responsible custodians for our planet, adding value to our communities and providing strong, robust leadership for our organisation.

We will also remain fully committed to making cricket more diverse and ensure that all of our activities are safe, inclusive, accessible and welcoming to all.

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Our Focus

To achieve that our focus will be to:

01

Ensure full compliance with the standards set out in CPA 2.0 and best practice operations and organisational health.

02

Embed the Glamorgan culture to make people feel like cricket is a game for them

03

Lead effectively and continue to engage with our partners and stakeholders.

04

Connect with our communities by opening the gates of Sophia Gardens and delivering a wide range of meaningful events.

05

View all our decisions through the lens of environmental sustainability.

Increase Engagement

Increase the number of people positively engaging with Glamorgan CCC

We will ensure that everyone has a positive experience of Glamorgan from the first point of contact right across their customer journey, be that through a community scheme, ticket purchase, website, socials, live stream or partner activation.

We will provide high quality interactions aligning with our Warm Welsh Welcome, delivering best in class experiences (in person and digitally) to inspire, drive interest and ease engagement with Glamorgan. We will increase awareness to broaden the number of people connecting with the Club and our Stadium.

Off the back of their interaction with us we will retain and increase the frequency of engagement and attendance, leading to a lifelong and active association with the Club.

We will continue to build a network of mutually beneficial relationships through community, corporate and other stakeholders who are aligned with our values.

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Our Focus

To achieve that our focus will be to:

01

Activate in communities that aren’t yet engaging or that have never been to Sophia Gardens to grow our brand awareness.

02

Acquire and grow customers through increased visibility, sales outreach, effective targeted marketing & conversion of existing touch points.

03

Collect data at every touchpoint with the club. Provide them with highly engaging, relevant, quality content to maintain and grow relationship and affinity.

04

Create mutually beneficial relationships with partners who share our values and purpose. Leveraging our existing network for corporate introductions, targeted approaches and be present at events.

05

Create content and develop a brand that resonates with our audiences and allows for deeper connection with the club and our players

06

Consistent engagement plan and collaboration with the aim of growing awareness, familiarity and consdieration. Grow engaged clubs, connect with more schools via our 5-step plan, proactive outreach into diverse communities via cultural events with relevant means of connecting to club.

07

Develop memberships products that are more attractive to new and existing audiences.

08

Best in class match day experience (especially Warmth of Welcome) - improve on weaknesses and maintain leader status in others.

Crowd of cricket fans watching a match. Two children on shoulders look into camera waving signs
Our Focus

To achieve that our focus will be to:

Activate in communities that aren’t yet engaging or that have never been to Sophia Gardens to grow our brand awareness.
Acquire and grow customers through increased visibility, sales outreach, effective targeted marketing & conversion of existing touch points.
Collect data at every touchpoint with the club. Provide them with highly engaging, relevant, quality content to maintain and grow relationship and affinity.
Create mutually beneficial relationships with partners who share our values and purpose. Leveraging our existing network for corporate introductions, targeted approaches and be present at events.
Create content and develop a brand that resonates with our audiences and allows for deeper connection with the club and our players
Consistent engagement plan and collaboration with the aim of growing awareness, familiarity and consdieration. Grow engaged clubs, connect with more schools via our 5-step plan, proactive outreach into diverse communities via cultural events with relevant means of connecting to club.
Develop memberships products that are more attractive to new and existing audiences.
Best in class match day experience (especially Warmth of Welcome) - improve on weaknesses and maintain leader status in others.
Crowd of cricket fans watching a match. Two children on shoulders look into camera waving signs
Growing Revenue Generation

Deliver breakthrough growth in revenue generation with a particular focus upon profitable non-cricket business

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Our Focus

To achieve that our focus will be to:

01

Increase Board and SMT expertise, focus and attention on revenue generation

02

Shift the culture across the whole organisation to be more revenue focussed

03

Conclude upon major development projects (e.g. hotel, conference facilities, concert infrastructure, residential and other commercial opportunities)

04

Integrate and assess resource allocation across both cricket and non-cricket businesses to ensure that the best overall financial returns are generated but which are aligned with other strategic goals (i.e. balance cricket/non-cricket revenue generation appropriately)

05

Review other stadium related major revenue streams which can be enhanced

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Sophia Gardens Stadium,
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