My Way To Play campaign: England stars play street & beach cricket

‘My Way To Play’: England Cricket Stars Champion Backyard, Beach and Street Cricket with Next Generation

Summary

The England and Wales Cricket Board (ECB) has launched its ‘My Way To Play’ campaign, celebrating the joy of informal cricket and encouraging young people across the UK to pick up a bat and ball—anywhere, anytime. Featuring national stars like Joe Root, Lauren Bell, and Mark Wood, the campaign highlights how street cricket, beach cricket, and inclusive formats like visually impaired cricket can ignite passion and participation from children of all backgrounds. Through partnerships like London Sport’s More Ball Games campaign, the ECB is also advocating for more open spaces by removing outdated 'No Ball Games' signs that limit youth activity.

• Event: My Way To Play Campaign Launch

• Date: 18 June 2025

• Featuring: Joe Root, Lauren Bell, Mark Wood

• Goal: Promote informal, accessible cricket in public spaces

• Partners: ECB & London Sport’s More Ball Games initiative

Cricket for Everyone, Everywhere

The ‘My Way To Play’ campaign isn’t just another promotion—it’s a call to action, driven by the idea that cricket doesn’t need white kits, sight screens, or pristine turf. The game can thrive anywhere—a beach, a driveway, a housing estate—so long as there's a bat, a ball, and the will to play. Through a unique series of challenges, England stars were taken out of their comfort zones and dropped into the worlds of young cricketers who play their own way.

Whether it was Joe Root squaring up in a Sheffield street with Hassan, Lauren Bell enjoying beach cricket in Sussex with Taylor, or Mark Wood donning goggles to experience visually impaired cricket with Ravi in Newcastle, each moment was raw, real, and resonant.

From Backyard to International Arenas

England legend Joe Root didn’t just take part—he reconnected with his roots, reminiscing about how he and his brother once used sticks in a driveway grate for stumps.

“It was giving us the basics of the game… and you can do that wherever you want,” Root said.
“Seeing that raw enthusiasm when they crack one out of the middle or bowl someone is exactly what this is all about.”

This sentiment underscores the goal of the My Way To Play initiative: democratize the sport, bring it closer to home, and show children that their way to play is just as valid as any match in a stadium.

A Beach, A Bat, A Dream

For Lauren Bell, the connection was instant. Playing barefoot on the sands with Taylor, a 10-year-old who loves to hit sixes and slide in celebrations, brought back memories of how she started—just with family, friends, and a cricket ball.

“Beach cricket is back-to-basics and filled with energy and laughter,” Bell shared.
“It reminded me of how I started… and I hope it’s the same for Taylor and her friends.”

Beach cricket is a reminder that joy doesn’t require formalities—it just needs freedom. That’s what the ECB hopes more kids can access through this campaign.

The Power of Adaptation and Inclusion

In perhaps the most moving moment of the campaign, Mark Wood joined Ravi, a visually impaired 11-year-old, for a game of adapted cricket through the Lord’s Taverners Super 1s programme. With simulated goggles, Wood was stunned by Ravi’s control, confidence, and joy.

“His skillset is amazing… it’s lovely to see him doing something he really enjoys,” Wood said.

For Ravi, cricket is more than sport—it’s identity and connection. With audio cues, special equipment, and a community that supports his passion, Ravi proves that cricket can include everyone, regardless of ability.

Breaking Barriers with ‘More Ball Games’

Alongside ‘My Way To Play’, the ECB is partnering with London Sport’s More Ball Games campaign to challenge the nearly 7,000 ‘No Ball Games’ signs across London that restrict physical activity for over 560,000 young people.

ECB CEO Richard Gould described these signs as relics of an outdated mindset:

“Cricket doesn’t start with whites and wickets. It starts with chalk on a wall, sticks in the mud, or stumps made from a backpack.”

By removing these signs, communities open up possibilities—not just for cricket, but for joy, confidence, and belonging. The ECB wants every child, no matter their postcode or income, to have access to a place where they can move, play, and imagine.

A Campaign Built on Real Stories

From Hassan’s improvised street pitch with a wheelie bin as stumps to Taylor’s sun-soaked matches by the sea, the stories captured in the My Way To Play video reflect the diverse ways kids experience cricket. Ravi’s excitement while listening to radio commentary—guessing runs from the crack of the bat—reminds us that the heartbeat of the sport lies far beyond the professional game.

This campaign aims not just to inspire, but to reframe cricket in the public eye. It’s not an elite sport locked behind club gates. It’s yours. It’s ours. And it’s meant to be played your way.