ABSTRACT
The game of cricket has always been associated with the United Kingdom (primarily England). However, it is becoming increasingly apparent that the declining visibility of the game in many communities is leading to its participation and enjoyment being limited to those on higher incomes or with a long-standing family connection to the sport. Conversely, however, over the past 15 years, the overall performance of the national side has improved yet this has failed to be translated into generating noticeably more interest and participation in what used to be the nation’s primary summer game. This would suggest that the place of cricket within a rapidly evolving national identity has changed and this chapter seeks to explore why this has transpired and what the implications of this trend are for the game and its governing body within the context of a national sporting culture in which cricket and its guiding principles and heritage have long been central.
