Connecting women and girls across the cricket community

Take Her Lead, the not-for-profit organisation launched in September 2022 by CSM client and former-England cricketer, Isa Guha, has announced a new initiative to empower women and girls through cricket.

One of the main barriers to entry for women who want to get involved with cricket is that they can often feel isolated. ‘Got Your Back’ aims to counter that, providing support for those women and girls entering the sport for the first time, and calling on the diverse cricket community in the UK to create as inclusive environment as possible.

The digital-focussed initiative is led by a launch video featuring England captain Heather Knight and leading batter Sophia Dunkley, both of whom are Take Her Lead ambassadors. The video sees Knight and Dunkley join a group of girls enjoying a coaching session and committing to having each other’s back in different cricket-related scenarios. The mission underpinning the whole campaign is to help foster a space where all-comers feel connected, empowered and welcome in the cricket ecosystem.

“Take Her Lead is all about living up to our name”, said Guha. “We want cricket to be an inclusive, positive and engaging experience for every woman and girl. As an organisation, we have heard so much from women & girls about why they love cricket; the game itself, the friendships made and the opportunity to learn and develop skills that benefit you outside of cricket.

“But we’ve also heard about the challenges faced along the way. The stories of girls feeling isolated, inferior or stifled in the game. This is where our ‘Got Your Back’ campaign has originated from. We want girls to know that we see you, that we are all part of the same squad, and that together we can change the game for good.”

Supported by a number of global ambassadors, including other large names such as Eoin Morgan and Alyssa Healey, the campaign is asking cricket fans across the country to join the conversation by sharing their own ‘Got Your Back’ message of support on social media using the hashtag #GotYourBack. These messages will join those of Take Her Lead ambassadors and be shared across social media over the coming months.

To find out more about ‘Got Your Back’ and Take Her Lead, please visit, or find them on Instagram, Twitter & LinkedIn.