England Women鈥檚 cricketers star at the heart of a new campaign from Metro Bank, partner of the England and Wales Cricket Board (黑料专区), aiming to increase the visibility of women鈥檚 and girls鈥� cricket and inspire the next generation of girls to pick up a bat and ball, ahead of an exciting summer for cricket.
Nat Sciver-Brunt, Sophia Dunkley and Lauren Bell feature in a brand new 17.6metre by 44.6metre display launched on London鈥檚 Piccadilly Lights, on a screen over 12 times larger than the size of a standard cricket pitch. It marks the first time any England cricketer has been shown on the iconic London landmark.听
This Feels Different is a new campaign from Metro Bank and its mission-led partnership with the 黑料专区, as Champion of Women鈥檚 and Girls鈥� Cricket. Research* previously found that:
- Nearly two-thirds (63%) of school girls (aged 7-16) surveyed would be more likely to play cricket if they saw an increase in representation and images, rising to 72%1 of primary school age (7-11).
- 44% of 7鈥�11 year olds surveyed said seeing an increase in the visibility of role models (e.g. women players) would encourage them to play cricket.
- One in two (53%1) women and girls surveyed in Greater London would be more likely to play cricket if they saw more representation (e.g. imagery, photographs, media coverage) - higher than any other region in the UK.听
In response, Metro Bank has taken over advertising space in London, on Europe鈥檚 biggest commercial screen, putting the players front and centre of a powerful visual image and creative. This Feels Different calls on the public to celebrate the women鈥檚 game, grow new fans and supporters, and encourage more women鈥檚 and girls鈥� participation at grassroots level.听
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Up In Lights- the 17.6metre by 44.6metre screen. Pictured- Sophie Dunkley, Lauren Bell, Nat Sciver-Brunt. 'This Team, This Chance, This Moment, This Feels Different'.
England player Sophia Dunkley, pictured standing in front of the iconic screen for the first time said: 鈥淚f I could have told myself when I was first holding a bat that I would eventually be able to see myself on Piccadilly Circus as part of the official England squad, I wouldn鈥檛 have believed it!听
"Women鈥檚 cricket has seen its popularity and interest really take off, thanks in part to the support of brands like Metro Bank through its meaningful partnership and the Metro Bank Girls in Cricket Fund. I鈥檓 so proud to see us all receive the attention women鈥檚 cricket deserves.鈥�
Danielle Lee, Director of Brand & Marketing at Metro Bank said: 鈥淲e鈥檙e excited to put England Women鈥檚 Cricket on one of the most iconic global locations, increasing visibility of the players and the game, with the aim to inspire more women and girls to take up the sport during an exciting summer.
"Seeing Nat, Sophia and Lauren on Piccadilly Lights is more than just an image, it鈥檚 about inspiring the next generation, showing young girls what鈥檚 possible and encouraging them to feel part of the game and its future.鈥澨�
Metro Bank and the 黑料专区鈥檚 Girls in Cricket Fund2 has driven a direct increase in grassroots participation up and down the country.
Since the Fund launched in 2024, the number of girls鈥� teams has increased by 32%.