New Year sparks change at Chance to Shine


We are starting 2015 with a bang! We made three announcements today: we named our new chief executive, outlined our new mission for 2020 and unveiled a new brand.

We have appointed Luke Swanson as Chance to Shine chief executive, replacing Wasim who joined Leicestershire County Cricket Club at the start of the year.

Luke joins us from Pearson, the world’s leading education company, where he held a range of senior roles including corporate affairs director, chief transformation officer and chief product officer. He is a non-executive director of The Economist Group and previously worked in communications and campaigning at Diageo, Business in the Community and The Prince’s Trust. He has been involved in cricket for many years as a player, coach and Chance to Shine supporter.

In a second announcement today, we outlined our new mission: to spread the power of cricket in schools and communities, inspiring one million more young people by 2020.

Our ambitious target is part of a five-year strategy, starting in October, which includes a new £25million fundraising appeal. 

Now in our tenth year, we have successfully brought cricket to 2.5million children in 11,000 state schools across England and Wales. However, millions of young people in the state sector and particularly in inner-city areas still do not have the same opportunity to play cricket as their peers in private schools.

As part of the new strategy, we are refreshing our brand. We have replaced the Cricket Foundation as the charity name and, from today, our two core programmes, will be called 'Chance to Shine Schools' and 'Chance to Shine Street' (previously StreetChance). The activities will remain the same but the restructure allows us to lead with our most recognised and popular brand, while providing a more united voice.

To reflect these changes, we also unveiled a new logo (see above). It is based on the combination of a batsman's wagon wheel graphic and a spark. The spark comes from the 'shine' part of the charity's name and represents the positive benefits it ignites in young people like teamwork, passion, discipline and respect. The reach and impact of our programmes is encapsulated in a new strapline: 'spreading the power of cricket'.

Speaking about the appointment and strategy, our chairman, Donald Brydon, said, "I am delighted that Luke is joining Chance to Shine as chief executive. He is a high-calibre leader and communicator with a wealth of experience in the business and education sector. He is passionate about our cause and will continue to drive the charity in the right direction.

“Chance to Shine has been one of the sporting success stories from the past decade. But we must now look forward, not back. We have a new, ambitious mission: to spread the power of cricket in schools and communities, inspiring one million more young people by 2020.”

Luke SwansonIncoming Chance to Shine chief executive, Luke Swanson, added, “I am honoured to be appointed the next chief executive of Chance to Shine at such an exciting moment for the charity. It’s a fantastic campaign dedicated to inspiring young people, and helping them to learn, through cricket. I’m a huge admirer of all that Wasim Khan and the team there has achieved, and greatly looking forward to working with and learning from Chance to Shine's many committed players, teachers, coaches, ambassadors, funders, partners and advocates.”

We also announced new commercial deals with Yorkshire Tea and Waitrose, for 2015, as well as confirming our continued partnership with Marylebone Cricket Club. Yorkshire Tea will once again be the event partner for National Cricket Week, taking place between 22-26 June.

Waitrose will provide us with mascot opportunities at England internationals this summer for young people involved in the Chance to Shine Schools programme. They will also be the event partner for both a 2005 Ashes Team Reunion event for Chance to Shine on 14 July and our flagship fundraising dinner, 'Chance to Dine', on 16 September.

Our partnership with Marylebone Cricket Club continues into its sixth year and focuses again on promoting the Spirit of Cricket in Chance to Shine schools. It will include a new schools' assembly resource, reward stickers for pupils showing good sportsmanship in PE and a return of the popular replica silver Ashes urns for school competitions to coincide with the Investec Ashes this summer.

We are now seeking headline sponsors for both our Chance to Shine Schools and Street programmes, following the end of contracts with Brit and Barclays respectively.

Sport England continues its funding of our work in secondary schools; while England & Wales Cricket Board has committed an annual £1.25m investment for Chance to Shine until 2017. Our two programmes cost around £5million to run each year and we need as much support from our fantastic supporters as possible to help us make our vision a reality.

The next innings starts here...