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  • 1. Cricket
    Jacob Babcock
    Jared Kohn
    Nick McCarthy
    Mike Russell
  • 2. How many of you have ever played cricket, or know how to play?
  • 3. 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
  • 4. International Cricket Council
    Cricket’s highest governing body
    104 member nations
    • 10 Full Members
    • 5. 34 Associate Members – U.S.
    • 6. 60 Affiliate Members
    Responsible for organizing and governing international competitions
    Most notable is the Cricket World Cup
  • 7.
  • 8. Cricket Formats
    Test Cricket (highest form)
    • Matches last up to five days
    One Day International
    • One inning for each team w/ limited overs
    - Limited overs to complete match in around 3 hrs.
  • 9. 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
  • 10. 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
  • 11. Indian Premier League
    2010 IPL Season- First sporting events to ever be broadcast live on YouTube.
    Sponsorships – Pepsi, Hero Honda, Kingfisher
    Chairman LalitModi
    Twitter -
    Suspended April 25th amid financial corruption allegations
    May hurt IPL’s Brand Strategy
    International Marketing Chapter 14
  • 12. Cricket in the U.S.
    36 Established leagues
    650 Clubs
    Here since 18th Century – High Class Only
    With advent of baseball, quickly lost popularity
  • 13. USA Cricket Association
    Receives $300,000 from ICC each year
    Associate Member since 1965
    Announced July 2009
    Want to begin a Twenty/20 tournament
  • 14. Cricket SWOT
    Worldwide popularity/Passionate fan base
    Vast marketing/sponsorship opportunities
    Very time consuming sport – Twenty20
    Limited involvement at highest levels of play
    Lack of interest & popularity in Affiliate countries
  • 15. Cricket SWOT
    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
    Numerous sports & leagues that are already popular
    Resistance from parents & teachers (Cricket is Un-American)
    Lack of financial support
    Elitist Sport
  • 16. 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.?
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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.
  • 21. Matches w/ other countries
    Need more facilities to attract national teams
    Increased awareness
  • 22. American Premier League
    Long Term goal
    Twenty 20 Matches
    Become approved by USACA / ICC
    Need sponsorships
    Beverage, Sporting goods, etc.
    Market Entry and Expansion – Chapter 9
    Avg. Household Income – $50,233
    2007 Census
  • 23. 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.
  • 24. Recommended Solution
    Work towards USACA/ICC approval of the American Premier League, which will lead to corporate sponsorship.
  • 25. 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
  • 26. Implementation
    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.
  • 27. 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
  • 28. Implementation Concerns
    ICC Disapproval
    Lack of interest
    Outdoor Fields
    Amount of Sports in U.S.
  • 29. Social Media
    Amount of followers on Twitter:
    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
  • 30. 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
  • 31. Sources
  • 32. Questions?