MLB, Minor League Baseball, Olympics

Hearing Cricket In The States?

Slowly but surely we are seeing non-American brands find spots in the American marketplace.  Banks like Barclay’s, sneaker brands, Emirates Airways, are all looking now to the American consumer to find ways to activate their brands through American sport.  Just like American brands looking to activate overseas, it is not a quick fix and in the case of some brands like Red Bull, can take a few missteps before landing the right partners.  So if brands can assimilate to American sports, can a sport bring brands with it to activate in this country?  It looks like cricket is going to try and give it a shot. A story in Monday’s Times of London talks about the Indian Premier League getting ready to launch a tour and a potential league in the United States within the next few years, the latest step in the IPL’s push for global recognition, sponsorship dollars and television. Is it all bluster and muster, or could it work?

Here are a few thoughts.  First the IPL took great strides in “Americanizing” its game in the last few years, adding cheerleaders, rock music and a shorter version of the traditional game in a shortened season. It also found ways to use American marketing techniques to expand brand sales and integrate promotions into events and the results have been very solid.  In short, they get what the American fans wants overall.  Second, they are looking to the growing Indian, Pakistani and Carribean cultures as the source for interest to start. They are not looking for American converts, just the casual fan, as they cultivate those who grew up with the game here in the States.  Third, they know the TV audience exists in some ways. Viewership, albeit concentrated, amongst cricket fams here in the States is high when EPL is shown, giving a base for promotion and activation. Fourth, they see the interest in keeping immigrant children involved in sport, and feel cricket could help with that transition. The  NYC Public Schools now offer cricket as a sport, a sure sign that there is interest among young people. Fifth, they know active brands are looking to reach that core audience, both American and non-American, so why not take the dollars? Doesn’t matter where the brands come from, if they see loyal following for products, they will find a way to activate.

Now there are problems in staging large scale events, the lack of adequate playing fields and stadiums being the biggest issue.  However conversion of a large soccer stadium or a football stadium as a one off is always a possibility, and there has been talk of building stadia in areas like South Florida just for cricket.  Is it something that the American fan will take to?  Not right away.  However if the EPL approaches growth like MLS has…slow, steady conversion over time while cultivating your core, who knows?  Americans love bat and ball sports, we know that.  It is the reason why MLB is also looking to areas like India and Pakistan for their own growth…an affinity to bat and ball.  Is cricket too complex, too long, too ethnic?  Can it translate to TV and to mobile here, like it has in other parts of the world?  TBD.  One thing is for sure.  There is a small core, with wide sponsor reach and a heavy affinity toward activation, and if the deep pockets of the EPL think it’s worth a shot, then it is worth following.