Australia search for more support from women

Cricket Australia will push to increase the attractiveness of cricket to women following a survey showing only 36% of females watch the game "always or occasionally" on television. While cricket was the most popular sport for both sexes in the Roy Morgan poll - 50,000 Australians were surveyed - James Sutherland, the Cricket Australia chief executive, said the state and national bodies had to increase their efforts.

"Drilling into the Morgan data shows that cricket, and indeed all sports, needs to do more work to win female support," Sutherland said. AFL was the next most popular with 34% watching it while 33% voted for tennis. The overall results showed 47% of the Australians surveyed enjoyed cricket on television, 41% chose AFL and 33% picked tennis.

While record numbers of people are playing the game formally in Australia, Sutherland wants to make it more accessible for women. He said Cricket Australia would look to develop Twenty20 with an eye to catching the attention of new female fans, review event presentation at venues and try to understand their specific needs. Ladies' days have been held during the MCG Tests over the past couple of years as a way to make more people feel welcome at the game.

Australia will defend the Women's World Cup when they host the tournament in March 2009. They won the 2005 event in South Africa under the leadership of Belinda Clark, who is now the manager of the Centre of Excellence in Brisbane.