Flintoff is the biggest England cricketing hero since Ian Botham

Nearly a million children have played Kwik Cricket, a modified format using plastic bats, since it began in 1988.

The England and Wales Cricket Board are aiming to make the programme available to all 18,000 primary schools in England and Wales by 2008.

"It has always been a great way for kids to get involved, whether at school or at their local club," Flintoff said.

ECB chief executive David Collier explained the importance of the scheme to help create players of the future.

"It is a key developmental format of the game and encourages boys and girls of all ages to get involved in cricket," he said.

"It also has strong links to the national curriculum while generating a strong connection between schools and clubs in the community."

Flintoff added: "I'd encourage kids to get involved in what is a great competition, it is an ideal way to get out there and enjoy the game."

Meanwhile, England cricketers Matthew Hoggard, Monty Panesar and Andrew Strauss are among the sporting personalities to lend their support for the National Reading Campaign initiative, Reading Champions.

The aim to encourage people to read more literature, both factual and fictional, is supported by the Cricket Foundation's Chance to Shine programme, another campaign backed by the ECB.