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 LalitModi 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 9 Avg. Household Income – $50,233 2007 Census
Analysis of Alternative Solutions 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