England bowler Kate Cross believes that a cultural transformation is crucial for the England women’s cricket team as they strive to recover from their disappointing Ashes performance and reconnect with their fanbase.
Cross acknowledged the comprehensive defeat in Australia as a significant blow to their ambition of inspiring the next generation of cricketers. She pointed out that while there are obvious areas for improvement in their cricketing skills, adjustments to the team’s culture are also likely needed. She hopes that the ongoing review by the ECB will address these cultural aspects, laying a better foundation for the future of women’s cricket in England and attracting young talent.
The Ashes defeat was particularly disheartening considering the excitement and positive momentum generated during the previous home Ashes series in 2023. In that series, despite an initial Test loss, England managed to draw the series by winning both limited-overs sections.
Cross expressed concern that the recent poor performance may have alienated some fans, contrasting it sharply with the high point of the 2023 Ashes and the low point of the 2025 series.
The review, initiated by Clare Connor, the managing director of England Women’s Cricket, after the Ashes whitewash, involves player interviews and is expected to release its findings later in March.
Kate Cross brought a unique perspective to the assessment, having traveled to Australia despite a back injury that prevented her from playing throughout the series.
She recognized that professional athletes face increased scrutiny and voiced her hope for the public to ‘rediscover their passion for English cricket’ following a challenging period for both the men’s and women’s teams. The men’s team also experienced an early exit from the Champions Trophy.
England’s women’s team failed to secure a single victory in the Ashes series, suffering comprehensive defeats against Australia. This led to questions about the team’s physical conditioning and mental resilience, especially after reports of a controversy involving former player turned commentator, Alex Hartley.
Cross described their performance as unprecedentedly poor and unexpected, leading to significant disappointment. She believes the review process is a motivation for the team to improve and develop both individually and collectively.
For Cross personally, the tour was particularly frustrating, especially given her standout performance in Perth during the 2013-14 Ashes tour, which contributed to England’s last Ashes series victory.
Reflecting on her injury-affected tour, Cross, at 33, admitted the devastation of being sidelined during the Ashes. This experience has prompted her to reconsider her career management, hoping that the new county tier structure will provide better support, ensuring this isn’t her final Ashes.
Cross emphasized the importance of attracting young girls to cricket and acknowledged that heavy defeats hinder this goal. She stressed the need for the team to reassess their public image and strive to regain the support of their fans, which she felt diminished after the recent Ashes series. She hopes they can now move forward positively.
Her remarks suggest a shift from the ‘inspire and entertain’ approach promoted since Jon Lewis became head coach in 2022, especially after poor results including a group-stage exit at the T20 World Cup in October.
Cross made these comments at the launch of the PCA Women’s Impact Report, which highlights progress in women’s cricket since 2020, including equal minimum domestic salaries of £28,000 for men and women and the alignment of women’s teams with men’s teams in a three-tier county structure.
However, further progress is needed, particularly in addressing the widening gender pay gap in The Hundred competition. While top male players’ earnings increased significantly to £200,000, the top women’s earnings rose to £65,000. The base salary increase for women was also smaller compared to men.
Cross expressed hope for a swift resolution to the pay gap issue, especially given player concerns. Despite the disappointment, she acknowledged the positive impact of The Hundred on women’s cricket, providing unprecedented visibility in the domestic game.
She remains optimistic that increased investment in the game will help narrow the gender pay gap.
The PCA is advocating for improvements in The Hundred, especially regarding player salaries, following private investment into the competition.
PCA chief executive Daryl Mitchell mentioned surprise at the salary announcements, indicating communication issues with the ECB. He noted that the ECB described the situation as an interim measure due to the Hundred franchise sale, with intentions to increase salaries next year. Discussions are ongoing to resolve these issues.
