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CRICKET
Jacob Babcock
Jared Kohn
Nick McCarthy
Mike Russell
How many of you have ever played cricket, or know how
to play?
http://www.youtube.com/watch?v=-uZnWuW8fB8
History
Originated in southern England in the 16th Century
18th Century: Cricket becomes England’s national sport
Mid-19th Century: International matches begin being played
World’s 2nd most popular sport today
International Cricket Council
Cricket’s highest governing body 104 member nations- 10 Full Members- 34 Associate Members – U.S.- 60 Affiliate Members Responsible for organizing and
governing international competitions Most notable is the Cricket World Cup
Cricket Formats
Test Cricket (highest form)- Matches last up to five days
One Day International- One inning for each team w/ limited overs
Twenty20- Limited overs to complete match in around
3 hrs.
Participation By Country
Australia – 59% fans - Over ½ Million New Zealand – ¼ Million Adults – 16 + England – Over ½ Million United States – 30,000
106.5 Million People viewed the 2010 Super Bowl
Over 2 Billion People viewed the 2006 Cricket World Cup
2nd largest sporting event in the world
Indian Premier League
First season in 2008 Twenty/20 Matches 8 Franchises Avg. attendance – 57,000 – Dodgers
46,440 2nd Highest Paid League in world - NBA
2.5 Mill on average / Player League reportedly worth over 4 Billion
Indian Premier League
2010 IPL Season- First sporting events to ever be broadcast live on YouTube.
Sponsorships – Pepsi, Hero Honda, Kingfisher
Chairman Lalit Modi Twitter - http://twitter.com/LalitKModi Suspended April 25th amid financial
corruption allegations May hurt IPL’s Brand Strategy
International Marketing Chapter 14
Cricket in the U.S.
36 Established leagues 650 Clubs
Here since 18th Century – High Class Only With advent of baseball, quickly lost
popularity
www.smithsonian.com
USA Cricket Association
Receives $300,000 from ICC each year
Associate Member since 1965
Announced July 2009 Want to begin a Twenty/20 tournament
Cricket SWOT
Strengths: Worldwide popularity/Passionate fan base Vast marketing/sponsorship opportunities
Weaknesses: Very time consuming sport – Twenty20 Limited involvement at highest levels of play Lack of interest & popularity in Affiliate
countries
Cricket SWOT
Opportunities: Market/Promote sport in Affiliate countries Create programs so Cricket is introduced to students at
young ages Gain corporate sponsorships that will invest in growth of
sport
Threats: Numerous sports & leagues that are already popular Resistance from parents & teachers (Cricket is Un-
American) Lack of financial support Elitist Sport
Problem Statement
With Cricket being one of the world’s most popular sports, It has begun to gain popularity
in the United States.
How can the USACA capitalize on this interest and grow participation in the U.S.?
Alternative Solutions
Align with corporate sponsors to commercialize Cricket
Introduce Cricket to schools and begin promoting to children
Host Matches with other countries American Premier League
Corporate Sponsorships
How to gain corporate sponsorship: Make the sport recognizable Make 2015 World Cup – Create Buzz
Sponsorship will Generate $ President Dainty of USACA:
Cricket has one problem “It is money, money, money,”
Sponsorship Marketing Chapter 18
Educate Youth
Introduce cricket to children through "in school" coaching programs.
To train coaches and teachers to expand the "in school" program.
Relationship with the game kids won’t forget
May not see it as “elitist” sport
Educate Youth
The skills learned in cricket can be equated to life skills such as patience, determination, communication and above all, team work.
Grow up with Cricket just like football, baseball, basketball and hockey.
Matches w/ other countries
Need more facilities to attract national teams
Increased awareness
American Premier League
Long Term goal Twenty 20 Matches Become approved by USACA / ICC Need sponsorships
Beverage, Sporting goods, etc. Facilities Awareness
Market Entry and Expansion – Chapter 9Avg. Household Income – $50,2332007 Census
Analysis of Alternative Solutions
Costs20%
Opportunity to raise $
20%
Positive Impact on awareness
30%
Long term
growth30%
Total100%
Sponsorships 1(.2) 5(1.0) 4(1.2) 4(1.2) 3.6
Educate Youth 3(.6) 1(.2) 5(1.5) 4(1.2) 3.5American Premier
League 1(.2) 5(1.0) 5(1.5) 5(1.5) 4.2
Host Matches w/ other Countries 3(.6) 2(.4) 3(.9) 3(.9) 2.8
Scale 1-5 5 being lowest cost, highest opportunity to raise $, + impact on awareness, and highest possibility for long
term growth of the game.
Recommended Solution
Work towards USACA/ICC approval of the American Premier League, which will lead to corporate sponsorship.
Implementation Schedule
Year 1 – Petition the USACA to become an approved cricket league. (USACA work with ICC)
Year 2 – Obtain Corporate Sponsorship
Year 3 – APL becomes approved league First season of APL - 2013
Implementation
Sponsorships: Find sponsors to promote Cricket Sponsorship for the APL League Increase its image through TV packages
Direct TV is introducing a Cricket Ticket package to promote Cricket within the U.S.
Implementation
Host matches w/other countries Just held first Twenty20 match on February
9th, 2010 Hosting 2 more May 20 -23rd
Sri Lanka and New Zealand
Implementation Concerns
ICC Disapproval
Lack of interest
Money
Awareness
Outdoor Fields
Amount of Sports in U.S.
Social Media
Amount of followers on Twitter: NBA:1,844,548 MLB: 927,547 IPL: 15,047 Dr.4ward: 2,679 USACA: 88
Facebook Fans: 1,081 ICC: No Twitter Page
Only 7% of People in India are online
Social Media Recommendations Post more videos, blogs, etc.
Ticket / Merchandise giveaways online
Live stream a match hosted by U.S. Connected with real time chat
http://www.youtube.com/watch?v=9oHz99xNUzQ&feature=player_embedded
Sources
http://www.docstoc.com/docs/26847087/Uganda-Cricket-Association/
http://www.dsr.wa.gov.au/assets/images/Diagrams/cricket-field.gif
http://www.worldpress.org/Asia/618.cfm http://www.ehow.co.uk/facts_5335737_c
ricketing-rules.html http://rlv.zcache.com/real_men_play_cric
ket_tshirt-p2350158188389269263okb_400.jpg
http://usaca.org/ http://www.slcricket.com/sri-lankan-crick
et-chat/4487-major-league-cricket-mlc-whats-your-opinion.html
http://www.thestandard.com.hk/news_detail.asp?we_cat=8&art_id=97362&sid=27859305&con_type=3&d_str=20100426&fc=10
Questions?
