In this article, Joe Langsworthy, Senior Account Manager at rEvolution, considers how the USA’s first major cricket tournament can retain fan attention ahead of LA 2028 after the global competition welcomed the world’s best cricketers to American shores back in June.
On Sunday 9 June 2024, under a blanket of moody, inky cloud, one of sport’s greatest rivalries renewed acquaintances in Long Island, New York. Given the geography, you’d be forgiven for immediately concluding this grudge match probably involved an American football and some goalposts, or perhaps another pastime predominantly associated with the Land of Liberty.
But, out in the middle of the field at Eisenhower Park, with the frenzied roar of 34,000 spectators bouncing off the temporary grandstands, Rohit Sharma, captain of the Indian national cricket team, shook hands with his opposite number, Babar Azam of Pakistan, minutes before the most anticipated match of the ICC Men’s T20 World Cup 2024, dubbed ‘the hottest ticket of the summer’.
Despite T20 being the quickest, most exciting, and fast-paced format, cricket gracing the shores of the good ol’ US of A was arguably the most unlikely case of sporting evangelism in a country with an arcane attitude towards the sport. To the purists, it’s changed almost unrecognisably in the last two decades, largely due to the rise of glamourous global franchise leagues such as the Indian Premier League, Big Bash League, and The Hundred – competitions that have heeded from American sporting events to attract a younger, more energised audience.
But when the International Cricket Council’s (ICC) flagship T20 event, the Men’s T20 World Cup, was announced to be hosted in America, the first time the nation has ever coordinated a major cricket tournament, it was an audaciously didactive move to educate a new generation of fans, while creating a path for the governing body to access the behemoth that is the US economy.
The result was palpable public interest. The home nation pulled off the extraordinary feat of beating clear favourites Pakistan, later progressing through to the Super 8s stage of the tournament for the first time in history. The Empire State Building was adorned with the navy and pink competition colours under the Manhattan night sky. Indian cricket icon Sachin Tendulkar swapped his usual willow bat for the baseball variety during an activation in central New York. Yet, two months after the conclusion of the tournament, several key lessons have emerged that will be crucial to learn ahead of the Los Angeles Olympic Games in 2028 – the first time T20 cricket has been included as an event category. Let’s unpack these below:
Cricket Thrives with Celebrity Endorsement
On a bed of sun-kissed Caribbean sand, the unmistakable silhouette of dancehall MC Sean Paul chuckles as he picks up a T20 World Cup-branded cricket ball, before the viewers of the YouTube video are thrust into the energetic rhythm of the official tournament anthem, titled ‘Out Of This World’. Weeks later, Olympic sprinting legend Usain Bolt treated the newly erected Nassau County International Cricket Stadium to his very best signature victory pose – a snapshot that saw cricket splashed across multiple US headlines.
In a society with a limited understanding of cricket’s nuances, utilising celebrity endorsements as a vehicle to drive evergreen interest in the sport was a successful move by the ICC. The official music video for the World Cup anthem received several million views across multiple platforms, and to American sports fans unfamiliar with cricket, it added a certain degree of sporting credibility. Similar to how Snoop Dogg’s ubiquity at the Paris 2024 Olympics characterised public perceptions of the event, engaging a pop-culture heavyweight to promote cricket ahead of the LA 2028 Games will increase the chances of the sport gaining traction.
Infrastructure and Facilities: A Work in Progress
Hosting an international cricket tournament in a country with minimal infrastructure was always going to be a challenge. With several of the competition’s fixtures booked on perfectly cultivated, sunbaked Caribbean cricket pitches, the USA faced pressure to ensure their tournament matches were played on wickets that were up to standard. While the American organisers did a commendable job under the circumstances, the limitations of the drop-in pitches were evident, with low-scoring matches and variable pace and bounce – conditions that were made worse by the back-to-back scheduling of group stage games.
As we look towards the 2028 Olympics, there is a clear need for investment in proper cricket facilities. This includes not only stadiums but also training grounds and academies that can nurture local talent – providing the foundation for a lasting legacy post Olympics. The ICC Men’s T20 World Cup 2024 highlighted the importance of having world-class facilities to maintain the integrity of the sport and to provide players with the conditions they need to perform at their best – something that will ultimately engage new fans further. Organisers should also carefully consider the scheduling of matches – ensuring a staggered approach is implemented to guarantee appropriate ground treatment post-match.
Connecting Cultures: A Game for All
The United States is home to one of the largest South Asian diasporas in the world – communities where cricket is a veritable religion. While these fans are a powerful asset in building an American societal ideology that understands, or better still, enjoys cricket, it’s the average sports fan that the ICC was indoctrinating through the Men’s T20 World Cup. The format’s brevity has mirrored the raw excitement and sex appeal of the Super Bowl and NBA games, making it easier to attract uninformed audiences, but incorporating high-energy entertainment into the sport isn’t enough for Americans to fully embrace cricket.
The locations of the World Cup matches during the USA leg was a highly effective strategic decision by the governing body, dropping international cricket right in the kernel of South Asian communities in Long Island, Dallas, and Fort Lauderdale. The pre-tournament activations, such as the trophy tour and the 100 Days to Go ball drop, were successful in introducing a lot of Americans to the sport and building hype, but during the month-long tournament, it was those with an existing interest in cricket who made up the majority of the crowds in the temporary stadiums.
For the LA Olympics, cricket should absolutely retain the X-factor entertainment value commonly associated with other American sporting events, but it’s essential that continued emphasis is placed on educating typical sports fans with apathy towards the game. This could involve targeted marketing, community events, and even grassroots programmes aimed at fostering a local cricket culture. Collaborating with influencers and content creators with significant US-based audiences was a successful move by the ICC during this year’s Men’s T20 World Cup and demonstrated the appetite for the sport is there, so this strategy should be implemented by the IOC ahead of LA 2028.
A Stepping Stone to 2028
The ICC Men’s T20 World Cup 2024 was far from a flash in the pan. The sport’s inclusivity, the diversity of its players, and the thrill of T20 cricket align perfectly with the values and interests of a contemporary American audience. Two months on, it’s unclear the lasting impact the tournament has had on this unfamiliar sporting landscape, both fiscally and behaviorally. Between now and the 2028 Olympic Games, Major League Cricket, the USA’s existing T20 competition, will have an opportunity to capture fan attention, as well as engaging evergreen supporters. But despite the challenges, there is plenty of evidence that this foreign sport has engaged a new American demographic. It’s clear; cricket isn’t done with the USA just yet.
