In 2023, women’s cricket in the UK still lagged significantly behind men’s in funding and visibility. The Independent Commission for Equity in Cricket reported that domestic salaries for women were less than half of those for men, and funding disparities remained stark. Lancashire Cricket and Hilton recognised this challenge and set out to make a difference through the No Boundaries campaign – now in its second year.
The campaign aimed to drive player development within the women’s team – Lancashire Thunder -, improve female athletes’ services, and boost women’s cricket’s visibility – from grassroots to professional level. With its commitment to inclusivity, Hilton was a perfect partner, allowing both brands to align their goals of promoting equality and community engagement.
Results for Thunder were significant: four new full-time contracts, the highest number of fully contracted professionals in domestic cricket, an international training tour and an increase in content reach compared with the first year of the campaign. Additionally, grassroots participation among young girls saw a nearly 20% rise, strengthening the future of women’s cricket in the North West. For Hilton, the campaign exemplified its commitment to inclusivity and community, while adding media value to its overarching sponsorship of Lancashire Cricket.
The campaign has helped lay a solid foundation for long-term growth, positioning Thunder as a leader in the women’s game. The campaign’s success also played a crucial role in Lancashire’s awarding of Tier One status from 2025, enabling the club to continue its journey toward parity.
