The Lancashire Cricket Foundation has announced a three-year partnership with female-focused kit brand Maiden, aiming to accelerate the growth of women's and girls' cricket across the county. The collaboration will see Maiden serve as an approved commercial kit partner and headline sponsor for junior girls' leagues, from under-11s to under-17s.
Purpose-Built Gear for Female Players
Maiden, founded in 2024 by sisters Honor and Cat Black, was created after they experienced the challenges of playing in clothing designed for men. Through this partnership, the two organisations will work to ensure female players have access to purpose-built equipment tailored to their specific needs, addressing a long-standing gap in the market.
The partnership comes at a time of rapid growth in participation. Currently, more than 100 local clubs offer girls' teams, and the number of girls' teams has surged from 106 to 165 over the past year. Adult women's teams have also seen significant growth, rising from 127 to 177 in the same period.
Supporting Officials and Clubs
As part of the initiative, a new pilot programme will support female officials by providing branded tops to those who complete the county's umpiring course. Additionally, local clubs will have the opportunity to book sizing sessions and explore Maiden's product range at upcoming tournament events, ensuring players and officials have access to well-fitting, high-quality kit.
Jennifer Barden, managing director of Lancashire Cricket Foundation, highlighted the importance of the partnership: “The growth we've seen across women's and girls' cricket in Lancashire has been incredible. Every new team, every new club and every new player is helping build a stronger future for the game.”
She added: “As participation grows, it's essential that the support around it continues at pace. That means creating the right environment for women and girls to thrive, recognising the people who make the game possible and working with partners who share that ambition. We're excited to be working with Maiden to build on the momentum we've created so far.”
Ambassador's Perspective
Alex Hartley, former England cricketer and Maiden ambassador, echoed these sentiments, drawing on her own experience in the sport. “I've seen first-hand how much women's and girls' cricket has grown across Lancashire over the last few years. There are more opportunities than ever before for girls to pick up a bat, join a team and fall in love with the game,” she said.
Hartley continued: “That's why partnerships like this matter. As more women and girls come into cricket, they deserve to feel like they belong from day one, whether that's having kit that's designed for them, seeing role models in the game or knowing there's a community behind them. I'm really proud to see two organisations so committed to helping the women's game continue to grow.”
Building on Momentum
The partnership signifies a strategic move to sustain the upward trajectory of female cricket participation in Lancashire. By combining the foundation's grassroots reach with Maiden's specialised product offering, the initiative aims to remove barriers to entry and enhance the overall experience for female players and officials alike.
With participation figures climbing and a dedicated partner now on board, the future of women's and girls' cricket in Lancashire looks set for continued expansion, ensuring that the game is accessible and enjoyable for all.
