Cricket is the sport of all records. The 2019 World Cup hearings in England and Wales are exploding on a global scale, and that’s just the beginning. Players are followed by tens of millions of people on social networks. To measure the extent of the phenomenon, just look at the players’ Instagram account. That of Virat Kohli, 30, drummer and captain of the Indian team, brings together 35 million subscribers. It’s more than Zidane, Pogba or Nadal.
The financial challenge is huge: in India, if we add the sponsorship and advertising around cricket, we end up with a sum that is close to one billion euros. Amazon, Uber Eats, or Coca-Cola are sponsors of the World Cup. There is in a cricket match between 12 and 14 breaks per hour, so many advertising breaks, 700 seconds that sell for gold. All important matches are sold out, and the tickets for this India-Pakistan match are sold at nearly 500 euros, one at the black market on the internet.
However, in England, the federation is struggling to recruit new followers. Stadium seats are expensive, and television broadcasts pay off. In England, cricket fans are now white, rich and old: they are on average 50 years old. Amateur English teams are gradually disappearing. There are 20% fewer regular players in the last three years and only 5% of children who now rank cricket among their favorite sports. To reverse the trend, the federation will invest in the year that comes close to 200 million euros to restructure the championship, limit matches to 100 shots of balls, so they do not last more than two hours and a half while creating new structures in big cities like Birmingham, Manchester, and London.
The leaders left in April in Nashville, Tennessee, USA, to observe the model of American football, basketball, and baseball, all of which accelerated the game. There are even discussions with the laboratory. experimental, to create a system that can avoid the rain. To launch this new cricket formula, the leaders of the federation obviously hope for a victory of the England team in the World Cup. It never happened, but the English are among the favorites. They are currently in the fourth position behind New Zealand, Australia, and India.