LV= and the England and Wales Cricket Board join forces for #Funds4Runs

Supporting community cricket when it needs us most

LV= are proud to announce that we’ve teamed up with the England and Wales Cricket Board (ECB) to create the #Funds4Runs community fund.

#Funds4Runs is a £1million community fund created to financially support areas of the recreational game that have been impacted by COVID-19. 

Most notably this will include children from deprived backgrounds, diverse communities, disability groups, and women’s and girls’ sections.

Why has the fund been set up?

COVID-19 has had a significant impact on elite sport, but grassroots cricket has been hit particularly hard, threatening the survival of clubs that offer so much to the people who engage with them and support them.

Sport and physical activity can improve both mental and physical health, but can also help build stronger communities by bringing people together.  

LV= has a long heritage in cricket, that extends back to 2002, when we were the title partner of the County Championship for 14 years.
With the challenges faced, LV= aims to support the ECB in connecting communities, building better lives through cricket and increasing the relevance of the sport in traditionally non-cricket communities. Ultimately this will help engage communities with cricket, either through participation, attendance or support.

How will our fund help support communities?

Five key areas across England and Wales will be helped, they are...

Cricket programmes for young people in deprived communities

We’ll be launching new schemes in new areas, and subsidised places for young people who may not otherwise be able to participate in cricket. This will give more young people the opportunity to play the game and create more diverse and inclusive environments to inspire the next generation.

Women's and girls' programmes

We're also supporting ECB's initiative to continue promoting and growing women and girls' interest in cricket.The goal is to make cricket available to everyone, by increasing the number of places available for women and girls in England and Wales.

Engaging diverse communities with cricket

Cricket has a unique opportunity to use its purpose of connecting communities and improving lives to make a positive difference in our modern and diverse society. We will fund initiatives which encourage a broader cross-section of communities to discover and share their passion for cricket by making playing the game more accessible. This will also include supporting opportunities to develop a stronger, more diverse volunteering workforce to underpin the delivery of cricket.

Disability cricket initiatives

Our funding will help support the ECB Disability Cricket Champion Clubs to provide regular cricket opportunities for individuals with disabilities. Initiatives will be designed to help clubs create time and space for disabled members of their community, supporting and encouraging those with different needs to enjoy playing cricket.

Innovation and transformation

We’ll fund projects to support communities and cricket clubs across England and Wales with the skills and tools they need to attract new, younger and more diverse audiences into cricket.

Ready to apply or want to find out more?

All you need to do is head to