The Apex International Cricket Festival is the world’s leading T20 cricket festival for Under 15s girls and boys, but it’s far more than just a competition.
At the festival, participants engage in skills sessions with renowned coaches who share their wisdom and help players be the best cricketers they can be.
Away from the field of play, our brilliant life coaches teach strategies to encourage the all-round development of the young people, and our esteemed partners help equip them with the tools to flourish in all aspects of life.
We want to create a legacy that extends long beyond the festival, so encouraging friendships and connections between our participants is a top priority.
Apex founders Max Rusling and Ed Clews both played schools’ cricket in their teens and took part in tours and festivals around the world. These hugely-enjoyable times introduced them to people from all walks of life, but there was frustration that there was no mechanism to keep these friendships going post-tour.
That birthed Apex – a schools’ cricket tournament that would create friends for life, with initiatives put in place to ensure these connections would outlast the festival. The Apex Schools Cricket Festival, as it was named back then.
From there, Apex has grown. Schools are still at the heart of what we want to do, but international teams have shown a desire to be involved as well, and the festival has truly gone international – prompting a name change: the Apex International Cricket Festival.
We recognise that despite the best efforts of young cricketers, the harsh reality is that the vast majority won’t fulfil their dreams of becoming professional players. This was the case for our founders, so we have made a commitment to every single participant that we will provide long-lasting, meaningful opportunities that extend beyond the field of play.
Too often in high-level sport, players are deemed surplus to requirements and all ties with them are cut. That is not the case with Apex. We guarantee every player that walks through our doors a long-lasting relationship with us, their fellow players and our industry partners, who will be massive in supporting their lives moving forwards.
The world of opportunities out there is limited unless presented to 15-year-olds. This is where we come in: we want to showcase the opportunities these children might not have seen otherwise.
Inclusivity has always been at the heart of everything. From the very first conversations around creating the festival, it was always a non-negotiable that Apex would be for both boys and girls. Through our partnership with the MCC Foundation, we have ensured our doors are opened to state school pupils, and through bursaries from our partners, funds have been distributed in the local communities of our other schools.
From the initial discussions, Apex has grown far faster than anyone expected, and we’re excited to continue growing. Plans are already in place for festivals in 2026 and 2027, including one in Cape Town, and we can’t wait to see where else this journey takes us.
© 2025 APEX Cricket Festivals – Champions (UK) plc
