All of us at TFG are delighted to have supported the ECB in the development of its Women’s Professional Game Strategy 2025-2029. Informed by TFG’s analysis of the women’s cricket performance landscape, the strategy includes increased investment in the women’s game, a new professional and non-professional competition structure and a new ownership and governance model for teams. We’re pleased to have partnered with Gemba to combine our performance insights with Gemba’s expertise in audience insights, ensuring that truly holistic insights underpin the ECB’s new strategy.