SACA Appoints Leading Cricket Communications Specialist to Amplify Player Stories and National Impact

AMBITIOUS PLANS FOR 2026

The South Asian Cricket Academy (SACA) is today delighted to announce the

appointment of dedicated communications consultancy, Focus Communications &

Media, to help the Academy build on the huge success it has achieved to date.

Run by former long-standing Director of Communications at Middlesex Cricket,

Steven Fletcher, Focus Communications & Media will take responsibility for handling

all media activities and press engagement, work with the SACA playing squad and

coaches to create engaging content for the Academy’s fast-growing digital channels,

help develop, create and produce a new mini-documentary series cataloguing the

success story of the Academy to date, investigate the potential to produce broadcast

quality live-streams of selected SACA matches, plus plenty more besides.

Since its foundation in 2022 by Dr Tom Brown, the Academy has continued to

provide an elite high-performance environment for young British South Asian

cricketers looking to further their cricketing journeys. With unrivalled success, to

date, no fewer than 18 cricketers have graduated through the SACA programme to

go on and secure contracts with first-class counties in the professional game.

Following a breakthrough year in 2025, which saw the Academy’s fixture list against

county 1 st and 2 nd Eleven sides grow to an impressive 57 days of competitive action,

eight SACA cricketers secure professional contracts, and the Academy enjoy a

successful pre-season tour to Abu Dhabi, 2026 promises to be equally, if not more

exciting, as SACA looks to build on a ground-breaking year over the last 12 months.

On appointing Focus Communications and Media, Dr Tom Brown, commented:

“While we’re incredibly proud that 18 players have earned professional contracts through SACA, there are so many others who are as talented and working just as hard behind the scenes, striving every day to give themselves a chance. Their journeys are powerful, moving, and often unseen.

Adding Fletch to the team will not only amplify their stories but help us to shed light on some of the groundbreaking high-performance methods we are applying at the academy to further enhance talent ID and development in this country."

Steven Fletcher in his previous role at Middlesex

“Fletch’s (Steven Fletcher’s) credentials as one of the most experienced media

operators in the professional game, with the press contacts he has, make him the

perfect partner for us to work with in 2026 and we are excited to be working with him

on our ambitious plans over the coming year.”

Steven Fletcher (Fletch), Founder of Focus Communications & Media, added:

“It is a real honour for me to be representing SACA in 2026 and I am really excited

about the potential there is to shout about everything the Academy is doing.

“SACA has enjoyed enormous success since its inception, and there are just so

many great stories that haven’t yet been told, and I can’t wait to begin working with

Tom, Kevin and the rest of SACA in helping them achieve their aims in 2026.

“My thanks go to Tom and the team on appointing me to represent them and I am

chomping at the bit to get stuck in.”