Cricket Canada and WEIC Sports United, formerly Teams Canada, formed a strategic alliance, Boundaries North, to grow the sport of Cricket in Canada.
The newly-formed Boundaries North intends to work with public and private cricket stakeholders to establish a “healthy and economically prosperous sporting ecosystem for cricket across the country.”
Led by community investors and business leaders, including Cricket Canada President Rashpal Bajwa, Boundaries North is focused on investing in on-pitch success and commercial opportunities for Canada’s National Men and Women’s Team. Boundaries North will also focus on developing new amateur programs at the provincial and community levels and evaluating professional initiatives for Canadian cricketers.
“Cricket in Canada is about to see an inflection point. Boundaries North is the culmination of 18 months of partnership-building and collaboration with cricket communities, investors and commercial stakeholders. Our Men’s National Team has just regained their ODI status, and we are actively looking at initiatives to continue the growth of our women’s programs,” said Bajwa. “Cricket Canada’s goal is to create a pathway for the best players in the country and for the next generation of athletes to see cricket as a true career opportunity.”
Sports business executive Rahul Srinivasan will lead Boundaries North as CEO. Srinivasan and the Boundaries North team will focus on identifying investors, entrepreneurs and strategists to build the sport while bringing the experience, capital, resources, and strategic personnel needed to take it to the next level.
“This is a critical time in Canadian cricket, and it has always been a matter of ‘when’ and not ‘if’ the sport in Canada could take off to reach new heights both domestically and in global competitions,” said Srinivasan. “Cricket in Canada has a number of really strong tailwinds beginning with the overwhelming passion for the sport in communities across the country. Now, the time is right for all stakeholders to collectively identify and execute against the strategies needed for cricket to achieve its potential as a marquee Canadian sport. Boundaries North will learn from cricket supporters in Canada, invest strategically in impactful initiatives and work diligently towards our ‘North Star’ goal of growing the sport for all Canadians.”
