Women's cricket is having its moment, and the England and Wales Cricket Board has been quietly building towards it for years. In this episode, Misha Pabari, Head of Marketing at Brave Bison, sits down with Ben Bradley, Head of Commercial Partnerships at the England and Wales Cricket Board, to talk about what it actually takes to grow a sport from the inside out. From two decades of transformation to the Metro Bank partnership that's putting cricket back into communities, Ben unpacks what happens when purpose strategy converts, and how the most inclusive sport in the UK is making the case that commercial success and grassroots access aren't in tension, they're the same goal.
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