New Zealand Cricket Players’ Association

What New Zealand Cricket Players’ Association does

The New Zealand Cricket Players' Association (NZCPA) is a not-for-profit membership association established in 2001 that represents more than 800 current and past international and domestic cricketers across the men's and women's game in New Zealand. It operates as the sole collective bargaining body for professional cricketers under the Master Agreement with New Zealand Cricket and the six Major Associations, with membership automatic for contracted players and converting to Past Player Membership upon retirement. The organization is headquartered at Eden Park, Auckland, and is staffed by a small team of approximately six staff members plus six Personal Development Managers deployed across all domestic and international teams.

NZCPA's core products and services include the Personal Development Programme (established 2007) providing wellbeing, career, education, and financial management support; the Cricketers' Trust (established 2007, registered charity CC47677) delivering hardship relief to past cricketers; the Hooked on Cricket community programme (established 2005); the BetterForm benefits programme; the Education and Training Fund; and player recognition awards (The Players' Cap and CPA Players' Award). The organization produces The Cricketers Network podcast and maintains active social media presence. Underlying technology is minimal, consisting of a Wix-hosted website and standard communication platforms; there is no proprietary software, AI capability, or technology platform documented.

Revenue is generated through three primary streams: corporate partnership fees (Principal Partner nib; Associate Partners ANZ, JB Were, TP.co.nz), Past Player Membership fees (NZ$300 annually for those not covered by the Master Agreement), and donations to the Cricketers Trust (NZ$500 annual Friends of the Trust commitment). Additional fundraising occurs through events such as the Players Golf Day (NZ$1,695 per team). The organization is governed by a player-majority Board and is not backed by external investors. Following the June 2026 CEO transition from Heath Mills to Simon Porter, NZCPA continues to operate as a stable, institutionally mature players' association.

Name

New Zealand Cricket Players’ Association

Legal name

New Zealand Cricket Players Association Inc.

Website

https://nzcpa.co.nz

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

The New Zealand Cricket Players' Association (NZCPA) is a not-for-profit membership association representing over 800 current and past professional cricketers in New Zealand, delivering personal development, welfare, and hardship support services under a collective bargaining Master Agreement.

Ownership category

akta.pro rank

Product category

Professional Sports Players Association

NAICS

Business Associations (813910)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industry

Player Support & Community Operations (Customer Support, Moderation, CRM) (MPAFAKAD)

Keywords

• Player representation
• Athlete welfare services
• Personal development programme
• Professional cricketers association
• Athlete support services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Partnership Revenue: The organization is supported by a Principal Partner (nib) and Associate Partners (ANZ, JB Were, TP.co.nz) who fund the essential educational and welfare work of the Personal Development programme.
2. Past Player Membership Fees: Former male international or domestic players prior to 2002 pay a membership fee of $300. Former female international player prior to 2010, or domestic player prior to 2018 pay $300 membership fee.
3. Cricketers Trust Donations: The Cricketers Trust accepts donations from cricketers, business people, and philanthropists. 'Friends of the Trust' programme commits to annual donations of NZ$500.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

NZCPA is a not-for-profit membership association that represents professional cricketers in New Zealand. It delivers the Personal Development Programme (wellbeing, career, education, financial management), hardship relief through The Cricketers' Trust, community engagement via Hooked on Cricket, education grants, and member benefits. Membership is automatic for contracted players and extends to past players post-retirement.

Product overview

NZCPA offers a comprehensive suite of member services organized around player welfare and development. The core offerings include the Personal Development Programme (established 2007) providing wellbeing, career/education, self-development, and financial management support; The Cricketers' Trust (2007) for past player hardship relief; the Education and Training Fund for post-cricket career preparation; and the BetterForm Programme for member benefits. Community engagement is delivered through Hooked on Cricket (established 2005) and the Players Golf Day. Player recognition is provided via The Players' Cap (Blackcaps, 2011) and CPA Players' Award (White Ferns). The Cricketers Network podcast provides cricket content. Membership spans over 800 current and past international and domestic cricketers across men's and women's cricket.

Differentiator

Problem solved

Functional benefit

Brands

• The Cricketers' Trust: Charitable trust established to provide relief and support to past cricketers and their families in times of need.
• Hooked on Cricket
• The Cricketers Network

Products and services

• Personal Development Programme A programme supporting professional cricketers' wellbeing, career and education, self-development, and financial management, delivered through one-on-one PD Managers embedded across all domestic and international teams. Services include counselling, mental health support, financial management guidance, and self-development workshops.
• The Cricketers' Trust A charitable trust providing relief and support to past cricketers and their families in times of need, including financial assistance and pastoral support for those experiencing hardship, crisis, or health and wellbeing challenges.
• Hooked on Cricket A community programme providing children from schools not traditionally involved with cricket the opportunity to develop skills and be inspired toward success in sport and life, with six tournaments held across New Zealand annually.
• Players Golf Day An annual fundraising golf event hosted by current and former international cricketers to raise funds for The Cricketers' Trust, featuring auction items, raffles, and opportunities for sponsors to engage with players.
• BetterForm Programme A benefits programme offering past player members and current player members access to various benefits, including the option to have membership fees paid through the programme.
• Education and Training Fund An annual grant programme supporting current and past cricketers to continue and complete education and career training through subsidies for tertiary education, apprenticeships, certifications, and professional qualifications.
• Membership Programme A two-tier membership structure comprising Current Player Members (party to current playing contracts) and Past Player Members (retired players who played First Class, List A, or T20 cricket), with over 800 members across men's and women's game.

Quantifiable outcome

• Personal Development Programme established in 2007 - providing 17+ years of continuous support
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core, principal, associate and supporting.

• Queen Street Cricket Club (QSCC)coreStrategic or Co-development Partner · 1 January 2005Queen Street Cricket Club is a charitable organization that has proudly supported Hooked on Cricket since its establishment in 2005. QSCC shares NZCPA's vision to create opportunity for all New Zealanders to get involved and play cricket. They co-host the Hooked on Cricket tournament and QSCC Charity Golf Day events.
• nib (New Zealand)principalGTM or Marketing Partnernib is the Principal Partner of NZCPA. As a health insurer, nib supports the organization's commitment to player wellbeing and welfare services.
• ANZ BankassociateGTM or Marketing PartnerANZ is an Associate Partner providing banking and financial services support to NZCPA and its members.
• JB WereassociateGTM or Marketing PartnerJB Were is an Associate Partner - a wealth management firm providing financial advisory support.
• TP.co.nzassociateGTM or Marketing PartnerTP.co.nz is an Associate Partner supporting NZCPA.
• World Cricketers' Association (WCA)coreStrategic or Co-development PartnerNZCPA CEO Heath Mills serves as Chair of the World Cricketers' Association, the global body representing players through domestic players' associations across majority of top cricket-playing countries.
• InstepsupportingTechnology or IntegrationInstep is the chosen service provider for counselling services. Every contracted player is entitled to five free sessions with Instep each year. Contact via 0800 284 678 or through PD Managers.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Indian Cricketers' Association (ICA): The ICA is the representative body for Indian cricketers, providing post-retirement welfare and recognition services. While it has a different scope (largely focused on past players), it is a direct peer within the international cricket players' association community.
• Cricket South Africa Players' Association (SACA - actually South African Cricketers' Association): SACA is the players' association for South African professional cricketers, providing collective bargaining, player welfare, and commercial representation services. It is a co-equal national players' association within the WCA membership alongside NZCPA.
• Australian Cricketers' Association (ACA): The Australian Cricketers' Association is the direct peer players' association for professional cricketers in Australia, providing similar membership, advocacy, personal development, wellbeing, and commercial representation services to NZCPA. Both are cricket-specific national players' associations operating under analogous collective bargaining frameworks.
• New Zealand Rugby Players' Association (NZRPA): The NZRPA is the closest New Zealand domestic peer, providing personal development, education, wellbeing, and collective representation services to professional rugby players. It shares NZCPA's operating geography, non-profit member-association model, and approach to player welfare.
• World Cricketers' Association (WCA, formerly FICA): The WCA is the global federation of national cricket players' associations, including NZCPA as a member. It is the apex global body for the same category of work NZCPA performs nationally, and NZCPA's previous CEO held the WCA Chair position.
• Professional Cricketers' Association (PCA, England & Wales): The PCA is the England and Wales equivalent of NZCPA, providing player representation, the Personal Development and Wellbeing Programme, education funding, and commercial partnerships for current and past professional cricketers. It is one of the most established cricket players' associations globally and a direct functional counterpart.
• West Indies Players' Association (WIPA): WIPA is the representative body for West Indian professional cricketers, providing collective bargaining, welfare, and commercial services. It is a co-member of the WCA alongside NZCPA and a direct counterpart in the same global players' association category.

Others

• NZ Athletes Federation: NZCPA's physical office is co-located at the Athletes Federation building in Auckland, indicating a broader New Zealand athletes' advocacy ecosystem. The Federation is a related industry/ecosystem organization for elite athletes in New Zealand, providing shared infrastructure and services.

Emerging players

• Australian Athletes' Alliance (AAA): The Australian Athletes' Alliance is an umbrella body coordinating multiple Australian player associations (including the ACA). It is comparable to NZCPA's position within the WCA and represents a related collective player-association model.

Regional players

• New Zealand Football Players' Association (NZFPA): The NZFPA is a New Zealand sport players' association providing welfare and representation services to professional footballers. It is a regional peer in the same country and comparable player-services category, though smaller in scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/NZCPA
• Facebookfacebook.com/NZCPAss
• LinkedInlinkedin.com/company/new-zealand-cricket-players-association-nzcpa
• Instagraminstagram.com/nzcpa

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Zealand Cricket Players’ Association