INDIA's Clean Slate Studioz has unveiled a series of new initiatives as part of its principal partnership deal with Yorkshire county cricket club including funding free cricket kits for young female cricketers.
The announcements were made during the official unveiling of the Clean Slate branding on the east stand and main pavilion, now known as the Clean Slate Pavilion, at Headingley cricket ground by West Yorkshire mayor Tracey Brabin, according to a statement.
A recent survey found that more than one million girls lose interest in physical activity as teenagers, with 43 per cent saying they enjoyed sport in primary school but no longer felt inspired to play once they joined the senior school.
According to the BBC, more than half of girls in the UK aged between 12 and 16 do not play any sports.
During the event, Yorkshire women’s cricket team Northern Diamonds showcased their official match day kit with the Clean Slate sponsorship.
Founded by Karnesh Ssharma, brother of Bollywood star Anushka Sharma, Clean Slate, is the world’s only female-forward, female-first original-content OTT streaming platform scheduled for the first quarter of 2023.
In April, it became the first Indian business to land a sponsorship deal with a major sports venue in the UK.
Lord Kamlesh Patel (Photo by OLI SCARFF/AFP via Getty Images)
Yorkshire county chairman Lord Patel has said that this is a positive step for the club and Yorkshire.
“Unveiling the branding at Headingley marks the official commencement of this exciting partnership between Yorkshire county cricket club and Clean Slate. We are so proud to be working alongside a vibrant Indian brand that knows how to entertain diverse communities and one which mirrors our vision for the future of Yorkshire," he said.
“The women’s game is such a vital component of an inclusive environment and is at the heart of our proud club’s future. Clean Slate’s financial support is a key enabler of its progress and also sends a message to young aspiring female cricketers that their participation is incredibly valued.
"As this relationship develops, it will bring further opportunities to our community, as Yorkshire aims to become a beacon for inclusivity, diversity, and acceptance."
Mayor Brabin said: “I am happy to welcome Clean Slate as principal partner across Yorkshire club and the women’s team Northern Diamonds, and hope this is the start of a long relationship between Clean Slate and the region.
“Following the successful visit by the High Commission of India to West Yorkshire last month, I want to foster even stronger international links between our incredible cultural and creative businesses and India. I hope Clean Slate is the first of many Indian businesses that see the value in partnering with organisations in our region.
“Sport, culture, and the creative sector can be a great force for promoting inclusivity. Clean Slate’s focus on putting women and diversity centre stage aligns with my goals as Mayor to make sure cultural activity for all is at the heart of our recovery and ongoing growth.”
Dr Shashank Vikram the consulate general of India, director of women’s cricket James Carr, managing director of Yorkshire cricket Darren Gough, Clean Slate founder Ssharma and co-founder Amreesh Chandra and Northern Diamonds team were also present during event.
Clean Slate also announced plans to explore a partnership between the Clean Slate foundation and the Yorkshire cricket foundation to build a community enterprise based in the county to be known as Clean House.
It will jointly promote, build, and invest in the community through film, arts, sports, and education. More details will be announced during a roundtable meeting on Tuesday (3) between Clean Slate, Yorkshire mayor, West Yorkshire combined authority and Leeds city region enterprise partnership (the LEP).
Ssharma said: “Supporting the Northern Diamonds was a key pillar of our partnership. Through our support, we have the vision to present more opportunities for young women and girls who dream of gracing the cricket field against the backdrop values of inclusivity, equality, and diversity.
“Clean Slate traditionally uses entertainment as a vehicle for empowering women in the film industry, but our mission transcends all forms of culture. We are passionate about inspiring more girls to feel they can pursue a journey in sport without any form of prejudice or financial barriers."
Chandra added: “Yorkshire is a cosmopolitan county where diversity is celebrated. The values of Clean Slate are strongly aligned with those of Yorkshire county and of course the wider community, which is why we felt so inspired to launch Clean House to form a physical hub and beacon of empowerment for the people of Yorkshire."
