Celebrating our 'In With Heart' campaign...

Official partner

In With Heart

Our long-standing relationship with English cricket has seen us support the game from grassroots all the way up to international level. So, it was no surprise when the cricket community came together to join us for the launch of our ‘In With Heart’ campaign, featuring stars from all corners of the game, to pay tribute to cricket.

Ahead of England's two-match LV= Insurance Test Series against New Zealand, the sport’s community lent their voice to announce their commitment to be ‘In With Heart’ for the domestic cricket season.

In the video below, narrated by former captain Michael Vaughan, England Men’s Test players Joe Root, James Anderson, Jofra Archer and Ben Stokes are joined by England Women’s Anya Shrubsole and Heather Knight, and England's Disability player Jordan Williams. Hear what cricket means to them...

They're joined by recreational players, including two of our very own LV= Cricket Champions, as well as fans, members of the cricket community and recipients of the #Funds4Runs funding, in a celebration of the game. 

Michael Vaughan and former England bowler and broadcaster Isa Guha worked with us throughout the summer as our brand ambassadors for the ‘In With Heart Tour,’ which began in Bristol ahead of the LV= Insurance Women’s Test.

The tour took England and County cricket stars, past and present, to eight different #Funds4Runs initiatives around the country, to connect the elite and grassroot games together and celebrate the thing at the very heart of the game - the people.

View video transcript

Official partner

In With Heart Tour: Stop 1 – Bristol

Following the Women’s LV= Insurance Test Match between England and India at The Bristol County Ground, former England Women’s cricketer Lydia Greenway visited a grassroots girls’ cricket session in the city.

LV= supported grassroots cricket across the UK via #Funds4Runs. The Gloucestershire County Board sessions took place at the Bristol Pakistani Cricket Club, a recipient of a grant from the £1m pot jointly funded by LV= Insurance and the ECB.

They have a skills-based session and a game of countdown cricket, a new format that gives everyone a chance to try batting, bowling and fielding. The new way of play keeps players engaged and sees numbers increase every week.

England legend Greenway surprised the aspiring young cricketers from the South Asian community by participating in the session and sharing her experiences of getting into cricket.

“It’s so exciting that these girls have been able to watch the very best women’s players in the country compete right on their doorstep,” she said.

“Children’s grassroots cricket is the game’s future which is why I absolutely love coming to sessions like this to work with the kids and help develop that love of cricket. It’s initiatives like this that motivated me to start my own programme, Cricket for Girls, which also helps to develop young, female cricketers.”

Laura Charles-Price, Women & Girls Development Officer at Gloucestershire Cricket Board, said: “The funding from LV= Insurance has given Gloucestershire as a County Board the ability to take cricket directly to the girls within the South Asian community, who find it difficult to access opportunities in a trusted female only environment.

“We hope this is just the start, and we intend to grow the offer going forward, with not just playing opportunities but coach education and activator training. This is definitely one of the highlights of my time working in cricket.”

View video transcript

Official partner

In With Heart Tour: Stop 2 – Birmingham

England legends Ian Bell and Isa Guha surprised a Birmingham Primary School’s cricket session as part of LV= Insurance’s ‘In With Heart Tour.’

The Leigh Trust at Leigh Primary School ran the session with funding from #Funds4Runs – a community fund created by LV= and the ECB to support grassroots cricket across the UK.

Run by coaches from Warwickshire County Cricket Club, Bell and Guha surprised the 23 budding cricketers by joining in and sharing their experiences of how they first got into the sport. #Funds4Runs pays for qualified coaches to bring cricket to children who may not otherwise have had the chance to play.

Bell highlighted the importance of capitalising on the excitement of a busy summer to inspire the next generation of players.

“The kids were really fantastic and so excited to play,” he said. “It’s really important to inspire children across the community with access to cricket as this is the age where you can really fall in love with the game. It’s great that LV= Insurance is supporting growing the game in less traditional cricket heartlands and I look forward to seeing where the In With Heart Tour stops next.”

The third stop saw our ‘In With Heart’ Tour move to Nottingham, ahead of England's highly anticipated LV= Insurance Test Series against India.

View video transcript

Keep an eye out on our social channels...

Find out what we're up to across the In With Heart Tour, #Funds4Runs, ticket competitions and much more. 

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