Cricket Gaining Ground In Sports World
Could the sporting landscape be gradually changing in the United States? The top three professional sports – NFL, NBA and MLB – aren’t going anywhere and remain extremely popular, but there is definitely potential elsewhere for new sports to capture part of the marketshare.
So where is that potential that every major player in the sports marketing landscape is looking for? Look no further than cricket. This may sound crazy, but the analytics speak for themselves.
According to Peter Della Penna, cricket is the United States' fastest growing sport with approximately 15 million fans and 200,000 players. Cricket already has several “hotbeds” in major areas such as New York, Chicago and California.
Last year, the ICC Cricket World Cup had an unprecedented 635 million viewers through the semifinal stage. Of those, 309 million viewers were from India, where the sport is played and viewed the most. The millions of viewers indicate that more than half of India’s entire population tuned into watch the event.
Activ8Media calls this brand potential. When a source of entertainment is this popular in another country, it is only a matter of time before it becomes mainstream here. As the popularity of Regional Sports Networks and Pay Per View consumption continue to increase, look for networking companies and digital marketing agencies to begin to use cricket in their brand activation strategy.
Will cricket be the next mega entertainment platform in the United States? With rising popularity, the potential is there for brands to activate around cricket, and some have already moved in that direction after the popularity of the ICC Cricket World Cup in India.
Activ8Media is an industry-leading digital marketing agency specializing in brand activation, sports marketing, UFC advertising and social media for businesses, athletes and entertainers.