10
FOREWORD // CHIEF EXECUTIVE’S REPORT
Why must we innovate?
To achieve transformational growth as opposed to incremental growth, we must also innovate. Technology and changing consumer behaviour are the two key drivers of change in the world today and our sport must think big and think differently to keep pace with that change.
The explosion of smartphones and broadband connectivity across key cricket markets has boosted consumption, whilst auxiliary services like fantasy gaming and live VR are driving overall engagement in the sport. So we must think beyond traditional match consumption and innovate in every aspect of how our sport is consumed.
This global consumption revolution has transformed the way fans consume cricket with various platforms including social media giving them a voice and reframing fan engagement. Leveraging this gives us the ability to exploit new commercial opportunities and improve the scalability of traditional revenue streams.
We need to ensure our cricket eco-system better serves our sport and supports the sustainability of our Members for the long term. This will require both economic and technological transformation; new ways of working to match new consumption habits.
To embrace digital transformation, we need to leverage technology and coordinate content, data analytics and insight. We must consider what cricket’s digital eco-system needs to look like to service current and future fans and drive greater fan engagement. We will focus on getting closer to our fans through innovation and by creating experiences for them that build meaningful engagement and drive deeper connections.
To drive digital innovation and optimise our commercial revenues and overcome the challenges currently faced by the sport we must consider the how we innovate around Product mix, Platforms and Fan Engagement across multiple formats.
For the recent ICC Men’s Cricket World Cup 2019, for the first time, we did commercial deals with Twitter, Facebook and YouTube for highlights packages that took the event beyond the traditional boundaries. The engagement numbers are truly remarkable and clearly demonstrate the power of live cricket to aggregate huge audiences. At the halfway point of the event we had already broken all engagement targets for the event with more than a billion video views – three times the amount of views we saw for the ICC Men’s T20 World Cup in 2016.
Our challenge now is to continue these ‘firsts’ as we anticipate the demands of fans and trends of our industry.
ICC Annual Report 2018-2019
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