A couple of years ago, Roncella started a one-off Team project that incorporates cricket coaching and playing, held at Edgbaston cricket ground in Birmingham.
The game is a "great motivational tool", he says: "Cricket keeps young people engaged because they enjoy it so much." The programmes now run twice a year using an executive corporate box at the international cricket ground. Roncella finds it easier to recruit. And he reports that young people commonly admit they would have dropped out if the project was running at a local college instead.
The Prince's Trust now works with more than 60 football league clubs and 14 county cricket clubs. This capacity for engaging young people was reflected in the Youth Matters green paper, which featured ambitious proposals for delivering sport to 16- to 19-year-olds (see panel, below).
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