Free-to-air Broadcasting: Cricket Participation

Sarah Dyke Excerpts

Tuesday 9th September 2025 Westminster Hall

[Sarah Dyke (Glastonbury and Somerton) (LD)]

It is a pleasure to serve with you in the Chair, Ms McVey. I thank my hon. Friend the Member for Cheltenham (Max Wilkinson) for securing this important debate and for his excellent speech. This summer has been a great one for British sport with the Lionesses’ success in the Euros, and I hope the Red Roses will follow suit in the women’s rugby world cup later this month; the Hundred cricket tournament also finished recently. All have been viewable on free-to-air TV and watched by millions.

I recently met Holly Woodford, the co-founder of Her Spirit, a women’s sport platform. Her Spirit’s motto is, “You can’t be what you can’t see.” This matters for all sport, especially women’s sport and cricket. Her Spirit’s barriers survey last year found that nearly half of respondents wanted to see more coverage of women’s sport on TV, in the press and media. Research from Women in Sport has also found that equal visibility increases the number of girls believing they can reach the top in their sport.

As my fellow Somerset colleague, my hon. Friend the Member for Taunton and Wellington (Gideon Amos), who is no longer in his place, pointed out, Somerset has a proud cricketing history, with our county club celebrating 150 years “not out” this year. It is in cricket that we have already seen how free-to-air coverage changes perceptions. The women’s Hundred has consistently attracted hundreds of thousands of viewers on the BBC, many of them watching women’s cricket for the first time. This exposure has been directly linked to record levels of participation in grassroots programmes.

In Glastonbury and Somerton, we have a thriving network of women’s and girls’ cricket clubs, with the Street cricket club ladies’ team participating in the T20 softball Holland division; Ilton cricket club competing in the Somerset ladies’ softball league, cup and festival; and the Long Sutton cricket club ladies’ team continuing to grow year on year. However, we know that girls drop out of sport in their teenage years at a higher rate than boys. Some fear being judged, or all too often they are self-conscious or just do not feel good enough; some simply do not feel safe. There is also a lack of opportunities.

Meanwhile, the recent Government proposal to remove Sport England as a statutory consultee from the planning system could result in the loss of sporting facilities across Somerset. Research from the Department for Culture, Media and Sport suggests that converting spikes of interest in sport into long-term participation requires access to facilities and programmes. However, women and girls do not receive an equal share of available funding from Sport England. Those are all key barriers to boosting participation for girls and women.

Free-to-air broadcasting of sports such as cricket, however, should form part of the answer, as it generates demand. More coverage normalises women playing sport. It shows that women and girls have sporting skill, and that they are passionate and competitive, in the same way as our male sporting role models, who have been idolised for generations. There is a disparity between male and female coverage. Free-to-air TV covers less women’s sport than paid channels, hurting visibility. Research from the Women’s Sport Trust in 2023 found that the BBC and ITV accounted for just 11% of total hours of coverage of women’s sport, but 77% of viewing hours. The Liberal Democrats are clear: the list of women’s sporting fixtures available on free-to-air channels must mirror men’s. We need to expand the list of sporting fixtures with live free-to-air coverage. Key national sporting events—the crown jewels of sport—should be available to all television viewers, including those who cannot afford the extra cost of subscription television, especially during a cost of living crisis.

Analysis from the Somerset Cricket Foundation found that participation in the sport has a positive impact on wellbeing and generates savings for the public purse of more than £40 million. But women and girls still lag behind when it comes to participation. Only 250,000 women play cricket, compared with more than 1 million men. Somerset is encouraging further growth. In 2025, the region launched its first formal women’s indoor cricket league, with 33 teams competing. In addition to the girls-only Dynamos programme, Glow In The Dark cricket sessions have engaged nearly 300 girls this year alone.

In my playing days—yes, I did play cricket in the garden with my brother, Rupert, invariably beating him both in batting and in bowling; I also played for my village team, Buckhorn Weston, and I played county cricket for Dorset and Wiltshire—women’s cricket was entirely absent from free-to-air broadcasting, with aspiring players unable to see their role models on television, which reinforced the idea that cricket was just not a sport for them. Today, thanks to free-to-air coverage of the Hundred, England international Twenty20 matches and highlights of the women’s T20 Vitality Blast, women and girls across the country can see players who look like them, competing at the highest level and fuelling enthusiasm for the grassroots level, because let us remember:

“You can’t be what you can’t see.”