In 2003, Women's Cricket Australia (WCA) and the Australian Cricket Board (ACB) merged to form a single governing body, known as Cricket Australia (CA), which remains to this day. CA has expressed a major goal of the organisation is for cricket to be Australia's leading sport for women and girls, citing the performance and exposure of the national team—which is heavily dependent on its increasingly professional domestic structures, namely the Women's National Cricket League (WNCL) and the Women's Big Bash League (WBBL)—as a key factor to achieving such an aspiration.[10]
A survey conducted by TrueNorth Research in April 2020 showed the national women's cricket team have the strongest emotional connection with Australian sports fans.[11][12]