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  1. 1. Cricket<br />Jacob Babcock<br />Jared Kohn<br />Nick McCarthy<br />Mike Russell<br />
  2. 2. How many of you have ever played cricket, or know how to play?<br /><br />
  3. 3. History<br />Originated in southern England in the 16th Century<br />18th Century: Cricket becomes England’s national sport<br />Mid-19th Century: International matches begin being played<br />World’s 2nd most popular sport today <br />
  4. 4. International Cricket Council<br />Cricket’s highest governing body<br />104 member nations<br /><ul><li>10 Full Members
  5. 5. 34 Associate Members – U.S.
  6. 6. 60 Affiliate Members</li></ul>Responsible for organizing and governing international competitions<br />Most notable is the Cricket World Cup<br />
  7. 7.
  8. 8. Cricket Formats<br />Test Cricket (highest form)<br /><ul><li>Matches last up to five days</li></ul>One Day International<br /><ul><li>One inning for each team w/ limited overs</li></ul>Twenty20<br />- Limited overs to complete match in around 3 hrs.<br />
  9. 9. Participation By Country<br />Australia – 59% fans - Over ½ Million <br />New Zealand – ¼ Million Adults – 16 +<br />England – Over ½ Million<br />United States – 30,000<br />106.5 Million People viewed the 2010 Super Bowl<br />Over 2 Billion People viewed the 2006 Cricket World Cup<br />2nd largest sporting event in the world<br />
  10. 10. Indian Premier League<br />First season in 2008<br />Twenty/20 Matches<br />8 Franchises<br />Avg. attendance – 57,000 – Dodgers 46,440<br />2nd Highest Paid League in world - NBA<br />2.5 Mill on average / Player<br />League reportedly worth over 4 Billion<br />
  11. 11. Indian Premier League<br />2010 IPL Season- First sporting events to ever be broadcast live on YouTube.<br />Sponsorships – Pepsi, Hero Honda, Kingfisher<br />Chairman LalitModi<br />Twitter -<br />Suspended April 25th amid financial corruption allegations<br />May hurt IPL’s Brand Strategy <br />International Marketing Chapter 14<br />
  12. 12. Cricket in the U.S.<br />36 Established leagues<br />650 Clubs<br />Here since 18th Century – High Class Only<br />With advent of baseball, quickly lost popularity<br /><br />
  13. 13. USA Cricket Association<br />Receives $300,000 from ICC each year<br />Associate Member since 1965<br />Announced July 2009<br />Want to begin a Twenty/20 tournament<br />
  14. 14. Cricket SWOT<br />Strengths:<br />Worldwide popularity/Passionate fan base<br />Vast marketing/sponsorship opportunities<br />Weaknesses:<br />Very time consuming sport – Twenty20<br />Limited involvement at highest levels of play<br />Lack of interest & popularity in Affiliate countries<br />
  15. 15. Cricket SWOT<br />Opportunities:<br />Market/Promote sport in Affiliate countries<br />Create programs so Cricket is introduced to students at young ages<br />Gain corporate sponsorships that will invest in growth of sport<br />Threats:<br />Numerous sports & leagues that are already popular<br />Resistance from parents & teachers (Cricket is Un-American)<br />Lack of financial support <br />Elitist Sport<br />
  16. 16. Problem Statement<br />With Cricket being one of the world’s most popular sports, It has begun to gain popularity in the United States. <br />How can the USACA capitalize on this interest and grow participation in the U.S.?<br />
  17. 17. Alternative Solutions<br />Align with corporate sponsors to commercialize Cricket<br />Introduce Cricket to schools and begin promoting to children <br />Host Matches with other countries<br />American Premier League<br />
  18. 18. Corporate Sponsorships<br />How to gain corporate sponsorship: <br />Make the sport recognizable<br />Make 2015 World Cup – Create Buzz<br />Sponsorship will Generate $<br />President Dainty of USACA: <br />Cricket has one problem<br />“It is money, money, money,”<br />Sponsorship Marketing Chapter 18<br />
  19. 19. Educate Youth<br />Introduce cricket to children through "in school" coaching programs. <br />To train coaches and teachers to expand the "in school" program.<br />Relationship with the game kids won’t forget<br />May not see it as “elitist” sport<br />
  20. 20. Educate Youth<br />The skills learned in cricket can be equated to life skills such as patience, determination, communication and above all, team work.<br />Grow up with Cricket just like football, baseball, basketball and hockey.<br />
  21. 21. Matches w/ other countries<br />Need more facilities to attract national teams<br />Increased awareness <br />
  22. 22. American Premier League<br />Long Term goal<br />Twenty 20 Matches<br />Become approved by USACA / ICC<br />Need sponsorships<br />Beverage, Sporting goods, etc.<br />Facilities<br />Awareness<br />Market Entry and Expansion – Chapter 9<br />Avg. Household Income – $50,233<br />2007 Census<br />
  23. 23. Analysis of Alternative Solutions<br />Scale 1-5<br />5 being lowest cost, highest opportunity to raise $, + impact on awareness, and highest possibility for long term growth of the game.<br />
  24. 24. Recommended Solution<br />Work towards USACA/ICC approval of the American Premier League, which will lead to corporate sponsorship. <br />
  25. 25. Implementation Schedule<br />Year 1 – Petition the USACA to become an approved cricket league. (USACA work with ICC)<br />Year 2 – Obtain Corporate Sponsorship<br />Year 3 – APL becomes approved league<br />First season of APL - 2013<br />
  26. 26. Implementation<br />Sponsorships:<br />Find sponsors to promote Cricket<br />Sponsorship for the APL League<br />Increase its image through TV packages<br />Direct TV is introducing a Cricket Ticket package to promote Cricket within the U.S.<br />
  27. 27. Implementation<br />Host matches w/other countries<br />Just held first Twenty20 match on February 9th, 2010<br />Hosting 2 more May 20 -23rd<br />Sri Lanka and New Zealand<br />
  28. 28. Implementation Concerns<br />ICC Disapproval<br />Lack of interest<br />Money<br />Awareness<br />Outdoor Fields<br />Amount of Sports in U.S.<br />
  29. 29. Social Media<br />Amount of followers on Twitter:<br />NBA:1,844,548<br />MLB: 927,547<br />IPL: 15,047<br />Dr.4ward: 2,679<br />USACA: 88<br />Facebook Fans: 1,081<br />ICC: No Twitter Page<br />Only 7% of People in India are online<br />
  30. 30. Social Media Recommendations <br />Post more videos, blogs, etc.<br />Ticket / Merchandise giveaways online<br />Live stream a match hosted by U.S.<br />Connected with real time chat<br /><br />
  31. 31. Sources<br /><br /><br /><br /><br /><br /><br /><br /><br />
  32. 32. Questions?<br />
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