Marketing Cricket
Whilst sat at a the county ground in Taunton last weekend basking in the un-summer-like sun, I heard something from a kid in front of me that got me thinking. The boy was probably around 10, and was at a Pro 40 game with his dad. About an hour in, he said “I’m bored, I prefer twenty20″. He moaned that they had only bowled 13 overs in an hour (slow admittedly, but it was very hot), and that it wasn’t exciting enough. Bearing in mind that Trescothick and Langer were at the crease on a small Taunton ground and it seemed like the boy’s problem was rather in his head than what he was actually seeing. He liked twenty20, therefore anything longer than that must be boring. And lets face it, there is a bit of that kid in all of us.Twenty20 has been so hyped up by the marketing bods at the counties, on TV and in the magazines and newspapers that almost everything else is a let down in comparison. We think we want to see boundaries every over, balls hit out the ground and some blistering run rates. However, twenty20 is only one part of cricket and however successful it has been, I’m starting to think its almost getting too successful and is close to harming the traditional forms of the game.
Come a Saturday afternoon, those that want to play a game of club cricket generally want it to be a 45-50 over affair. There are longer forms of the game going higher up the ECB pyramid also, and these games are supposed to get people ready for county cricket and maybe beyond. If the counties were to start playing more twenty20 cricket though, the skills required to be successful as a county player will change, and from there upwards our test players would change in skills also. Test cricket is still the pinnacle and gets great attention in the media and crowds, and we need players who can play the longer form of the game (something our current batsmen are making look hard!)
We need to do something to ensure that the cricketers coming through get experience of all types of cricket, and if the youngest generation only want to play the short version of the game that isn’t going to happen. Something needs to be done to generate interest in the Pro40, County Championship and Friends Provident trophies. Pro40 out of these doesn’t do too bad at some counties (if the weather is right), but there is still more that could be done. There are far too many kids at these games who aren’t even watching the cricket which surely isn’t right. Running around the ground, playing cricket with a tennis ball and not being able to see the pitch whilst Tresco, Langer and Blackwell are batting, surely Pro40 can’t be that bad?
One thing I know cricket misses out on is the pre-match news and views that other sports give. If we take football for an example, before any match we will have been on the club website, seen who might be playing, who is injured and a couple of interviews with managers and players. Sky Sports News is currently full of transfer rumours and injury news and the football season hasn’t even started yet! You try getting some information about the latest team news etc from a county club and it just won’t happen. If you offer this kind of service and news it may then get picked up by the TV and newswires which will immediately get you some possible additional coverage.
The ECB do offer some cricket clubs tickets for participating in schemes such as Focus Clubs, Cricket Force etc, but they are not greatly advertised and as such many people wouldn’t know how beneficial it is to participate. You cannot just give out some free tickets either though and expect everything to be all right. It needs a considered, long term plan to get people through the turnstiles at grounds around the country, something which I don’t see any evidence of currently.
It is an issue that needs to be addressed or forever you will get kids not going to any game that is “boring” or not Twenty20. What did his dad say to the boy mentioned in this post “Give it a chance”. I imagine he went home that night though and wondered whether it was worth returning until an “interesting” Twenty20 game comes around again. Clubs cannot build a season around getting crowds in for two weeks of the season, and something will have to be done to ensure all forms of cricket are marketed well throughout the country.
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4 Responses to “Marketing Cricket”
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Someone most of been bored to write all of that!!!!!!!!
You have mentioned Cricket’s lack of exposure from the media yet this website supposedly a cricket blog is advertising live premiership football!!!!!!!!! think if marketing cricket better needs to work everyone needs to look at themselves and get their own house in order
I can’t stand football, why have you got a football advert on a cricket blog website?
I’m a sports fan guys, the more coverage possible the better! Plus, get sky sports through the link above and watch Test Matches, Twenty20 World cup etc! Plus, I’m hardly head of marketing for the ECB, I’m a mere web marketing exec for a manufacturing company! Unless the ECB are interested… he he