Sunday 1 st May 2022, Yorkshire: The world’s only female-forward, female-first original-
content OTT streaming platform, India-based Clean Slate Studioz (Clean Slate), has
unveiled a series of new initiatives as part of their Principal Partnership deal with Yorkshire
County Cricket Club (YCCC). This includes funding free cricket kits for young female
cricketers to inspire them to step into the game.
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 Guest of Honour Tracey Brabin, Mayor of West Yorkshire. This comes following the announcement in April which saw Clean Slate named as the first Indian business to land a sponsorship deal with a major sports venue in the UK.
Northern Diamonds, the women’s cricket team in Yorkshire, also showcased their official
matchday kit with the Clean Slate sponsorship printed.
Present at the photocall and press conference were high-profile dignitaries including Dr
Shashank Vikram the Consulate General of India, YCCC Chairman Lord Patel, Director
of Women’s cricket James Carr, Managing Director of Yorkshire Cricket Darren
Gough, Clean Slate Founder Karnesh Ssharma and Co-Founder Amreesh Chandra, as
well as the Northern Diamonds team.
Tracy Brabin, Mayor of West Yorkshire, said: “I am happy to welcome Clean Slate as
Principal Partner across Yorkshire Cricket County Club and the women’s team Northern
Diamonds, and hope this is the start of a long relationship between Clean Slate and the
region.
Kamlesh Ssharma & Amreesh A.Chandra with Northern Diamonds Diamonds“
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 tomake sure cultural activity for all is at the heart of our recovery and ongoing growth.” During the press gathering, Clean Slate revealed they will initially provide free cricket wearand equipment to young female cricketers to inspire more girls in Yorkshire to take up thesport and to battle the rising costs of participating at youth level. This comes after a 2022survey found that more than one million girls lose interest in physical activity as teenagers,with 43% saying they enjoyed sport in primary school but no longer felt inspired to play oncethey joined senior school 1 .
The BBC also reports that more than half of girls in the UK agedbetween 12 and 16 do not play any sports .
Clean Slate also announced plans to explore a partnership between the Clean Slate
Foundation and the Yorkshire Cricket Foundation, with the prospect of building a communityenterprise based in the county to be known as Clean House. The purpose of Clean Housewill be to jointly promote, build, and invest in the community through film, arts, sports, andeducation. Further details and plans for this are set to be explored during a roundtable meeting on Tuesday 3 rd May between Clean Slate, Mayor of West Yorkshire, West YorkshireCombined Authority and Leeds City Region Enterprise Partnership (the LEP).
As an Indian-based entertainment streaming business with female empowerment at the
heart of its purpose, Clean Slate has a stated mission for equality. The partnership with
YCCC, Northern Diamonds and subsequent sponsor deals with the stadium sees the
opportunity for Headingley to drive inclusivity, diversity, and engagement through cricket, both as a sporting venue and heart of a sporting community.
Lord Patel, Chairman of Yorkshire County Cricket Club believes this is positive step for
the club and Yorkshire. He said:
“Unveiling the branding at Headingley marks the official commencement of this
exciting partnership between YCCC 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.
“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.
Speaking on the announcements Clean Slate Filmz and Clean Slate Studioz Founder
Karnesh Ssharma adds:“
“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.
“Clean House will build and invest in the community through film, arts, sports and
education – all of which are integral facets for the inclusive integration of members of
society.”.
Amreesh A. Chandra, Co-Founder of Clean Slate Studioz, believes the launch of Clean
House comes at the perfect time for the county and further empowers the relationship
between India and the UK:
“Our partnership with YCCC is a reaffirmation of the valued relationship between the
UK and India and is being implemented right on the heels of Prime Minister Boris
Johnson’s recent visit to India.
As the governments of both India and the UK are at the cusp of signing a historic trade deal, we are confident the partnership between Clean Slate and YCCC will open the floodgates for further cooperation for social,business, and cultural collaboration between the countries.”
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