Since the beginning of the 2019 Cricket Globe Cup a week ago, cricket fans all around the world have been experiencing unprecedented levels of enthusiasm. Those who are unable to attend the event in person are glued to their televisions in order to keep up with all of the excitement that is occurring. Tens of thousands of fans from all over the globe are making their way to stadiums across England and Wales to watch the action live.
Cricket is the second most popular sport in the world after football, and the world cup is the most important competition for the sport. Cricket supporters can be found in over 180 nations, making the Cricket World Cup the most important tournament for the sport. We couldn’t help but consider the demographics of the event’s audience as well as the implications for marketing purposes, just like we do before every other big athletic event.
CRICKET’S GROWING REACH
Migration trends during the last several decades have helped to extend the popularity of cricket throughout the globe. Cricket is most popular in Australia, England, and subcontinental Asia; but, the sport is becoming more popular in other parts of the world. Marketers in the United States and Europe have started to look to cricket for potential to attract Asian populations that are normally difficult to interact with. This is in response to the growing popularity of the sport in western countries.
Since the year 2000, the purchasing power of Asian Americans has increased by more than 250 percent, reaching a total of $986 billion. As a direct consequence of this, Asian Americans have taken the lead in terms of the consumption, purchase, and use of technology, as well as the ownership of the majority of technological gadgets. They are avid participants in online shopping and spend more money yearly than the typical family in the United States, both online and offline.
PARTICIPATION IN THE GAME AT HANDS
Search interest for cricket grew by 37 percent when the ICC 2022 World Cup underway, while interest in fantasy cricket climbed by 28 percent at the same time. The number of sessions and page views for websites and apps that provide live updates on matches will increase by a factor of six while games are in progress during the tournament. The average fan will visit the content anywhere from two to three times while a match is in progress in order to view scores and receive live commentary.
The amount of interest in certain teams fluctuates tremendously depending on the team and the location. The presence of India, which together with England is considered to be a favorite in the competition taking place this year, is a major attraction. Regardless of the quality of the opposition, matches involving the Indian team will create roughly three times as many possibilities to make an impact as matches featuring other teams. Similarly, the English squad creates a good amount of buzz as well; in fact, the quantity of social activity produced during England’s matches is more than twice the average for teams with a lower roster size.
TARGETING THE CRICKET AUDIENCE
Cricket fans may be found in a variety of nations, but the ways in which they interact with the sport change depending on where they live. Marketers need to be aware of these regional variances in order to be successful.
The average age of a cricket fan in the United States and Canada is between 35 and 53, the demographic is mostly male, and a major chunk of the continent’s rapidly expanding Indian community is a part of this audience. Six out of ten cricket fans work in either the financial or technology services industry, and the majority of them (68 percent) reside in metropolitan regions and have a family income that is more than $125,000. These spectators most likely have an interest in soccer, tennis, and basketball in addition to their passion for cricket.