Cricket enjoys unmatched popularity in India and governing body ICC, with its unprecedented digital presence in the ongoing ODI World Cup, wants to build on that by attracting the ‘Gen Zs and 10-year-olds’ to the game. As part of its global growth strategy, the International Cricket Council (ICC) wants to directly reach 300 million fans by 2032, and a substantial number of them will come from India. The ICC is also eyeing the USA, where the T20 World Cup will take place next year.
The ICC sees a huge potential in converting casual cricket fans into passionate ones and tapping into a new audience who have no idea about the game. The youth in India, like the rest of the world, consumes content through streaming apps, and the ongoing World Cup gives the ICC an ideal platform to work towards its long-term goals.
In collaboration with Meta, the ICC is working with as many as 50 Indian influencers who are creating content in 10 languages. These influencers have been given exclusive access to the players, both behind the scenes and on the field, with the aim of creating an emotional connection with compulsive social media users.
From a digital perspective, the ICC sees the World Cup as a great opportunity to expand the fan base in India. Recognizing the shift in media consumption patterns, with young people using social media as a primary source, the ICC aims to create content in a non-traditional way. By targeting younger generations, particularly Gen Zs and the generation after them, the ICC hopes to attract more cricket fans than when the World Cup began.
Although India is a cricket-crazy nation, the ICC believes that an aggressive digital strategy is still necessary. The changing media consumption patterns of young people in India and other parts of the world, with a declining interest in broadcast TV, highlight the need to adapt and reach younger audiences.
The ICC’s digital strategy includes giving special access to players to content creators who may not be accustomed to boundaries set by media rights agreements. Despite this challenge, the ICC recognizes the value of content creators and the need to strike a balance between respecting boundaries and allowing them to be successful.
Looking ahead, the ICC is also focusing on the digital promotion of the 2024 World Cup in the USA. With cricket included in the 2028 Los Angeles Olympics, the upcoming World Cup gains more significance. The ICC is conducting market research to understand the demographics likely to develop an interest in cricket and targeting them through world-class events like the T20 World Cup. Promoting cricket in the USA presents a significant challenge, but the ICC is determined to attract Americans who are unfamiliar with the sport.
To achieve this goal, the ICC plans to collaborate with influencers and celebrities from other sports who can help promote cricket in the USA. As a sport with limited reach, the ICC acknowledges the importance of performances by emerging teams like Afghanistan and Nepal, as they bring vibrant energy and attract new cricket fans.
Through its digital push, the ICC aims to attract Gen Zs and 10-year-olds to cricket, expand the fan base, and adapt to the changing media landscape. With its focus on India and the USA, the ICC plans to reach millions of fans and ensure cricket continues to thrive for future generations.
