FOREWORD // CHIEF EXECUTIVE’S REPORT
11
Why must we engage?
The economics of fan engagement provides us with the opportunity to expand and diversify future revenue streams. Technology and innovation has profoundly enhanced our ability to connect with fans and we must exploit this to deepen engagement in our core markets and increase our reach in new markets to drive new revenues.
Therefore, engaging fans must be at the heart of everything we do and every decision we take. Having the right product on the right platform will drive fan engagement and match context and content unlocks our ability to deepen connections with fans.
The context of the cricket being played is crucial if we’re to continue on this positive trajectory of greater fan engagement and I would like to take this opportunity to pay tribute to my predecessor, David Richardson, for his exceptional efforts in this area.
We have added context across the sport with the introduction of the ICC World Test Championship, the ICC Men’s Cricket World Cup League as well as a global qualifying pathway for our ICC T20 World Cups. This means every game of bilateral cricket has consequences with added jeopardy that creates greater context and, as a result, offers us the opportunity to engage with more fans more regularly.
We can build greater depth by further increasing the context and relevance of our events in the men’s game and more breadth by creating a strong continuing narrative around women’s events. The recent decision by the Commonwealth Games Federation to include Women’s Cricket onto the sport programme for Birmingham 2022 supports our ambition and is a springboard to new audiences, which, I believe, will deliver a transformative moment for the women’s game. The growing popularity of women’s cricket provides us with an opportunity to expand the game to new fans.
What that landscape looks like beyond 2023 is a major focus for us now as this will have the greatest impact on our future success and sustainability. We must be prepared to think big and think differently and be bold and brave in our ambition so we can increase our reach and deepen engagement to ensure more people around the world can enjoy our sport.
If we are to genuinely seize the opportunity for transformational growth afforded to us, we must embrace our collective power, adapt and innovate together to increase the probability of success. We must remain relevant and maintain pace and we must anticipate demands and trends of the future fan and how they will consume our sport. After all, the way in which they will do so in 10 years’ time has probably not even been invented yet!
TOP LEFT: South Africa and West Indies fans show their support during the ICC Women’s World T20 2018. TOP RIGHT: Edgbaston celebrates Birmingham’s bid for the Commonwealth Games 2022. BOTTOM LEFT: ICC Men’s Cricket World Cup 2019 App was the goto for many fans to keep up to date with the competition.
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