Oops Cricket Australia drops the ball
I am very much interested in what people think of Cricket Australia’s marketing strategy?
Normally, I would say classy marketers look to grow market share through expanding markets or creating new marketers where none existed before.
If I’m right then, I really don’t understand Cricket Australia administrators attitude that have gone out of their way to ignore Twenty20 cricket, a juggernaut currently dominating world cricket. A new product revolutionising the way cricket is seem in the marketplace.
Since its conception Twenty20 has attracted big crowds around the world, but here in Australia crickets administrators are continually limiting its impact on the longer One Day and Test Cricket games just to appease cricket’s traditionalist.
Recently, a crowd of more than 60,000 Victorian’s watched Australia beat South Africa in a game of Twenty20, a week later only 39,000 watched the same two sides play in a One Day International.
So why not give them more?
Imagine Apple deciding to restrict growth of its iPod Shuffle to protect market share of the iPod, I think people would be calling them mad.
In a short space of time, India has become the great innovators of cricket relegating Australian cricket to the laggard’s basket. India’s new Indian Premier League now dominates the world cricketing calendar capturing a worldwide audience, big money investors, big brand sponsors and most importantly the best players in the world.
What do you think?
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January 19th, 2009 at 2:01 pm
I agree, it seems a half hearted affair. Who wants to see 2020? Spectators (and as a result sponsors). Who doesn’t want to see it? Administrators, cricket purists and players. So, they’ve met half way where they can draw enough $ out of spectators without damaging the other forms too much. In the long term this will only whet the appetite of spectators that they will ignore tests and one dayers and the potential to capitalise on 2020 will have passed.
March 13th, 2009 at 5:27 pm
Hi,
Good post. You are right about Indian IPL. Last year was a great success. The season 2 is starting in April. There are eight teams playing the 20-20 series. Personally, as I hail from Hyderabad my money is riding on the Deccan Chargers. It will be interesting to note who wins the series this time.