Boosting Associate Nations: A Call for Increased Promotion in ICC Events

While the ICC MENS T20 WORLD CUP 2021 returns after a five-year hiatus on October 17, there's a growing concern that the prominent play is focused solely on main events, neglecting the vital role of associate nations. This approach not only risks making the tournament less engaging but also disheartens these nations, who are fundamental to the growth and development of cricket globally.

Current Promotional Strategies

The ICC TV, a crucial medium for reaching a wider audience, is providing live coverage of all matches during the T20 World Cup 2021. However, this comprehensive coverage is primarily centered on the main events, with limited focus on the bilateral matches or 1 to 1 interactions. As a result, the associate nations are being sidelined, which is counterproductive from both a sponsorship and promotional standpoint.

Impact on Engagement and Fan Interest

The disinterest in providing substantial promotional support for associate nations can have significant ramifications for the tournament's overall engagement and fan interest. Cricket, a sport deeply rooted in community and local interest, requires a balanced approach to promotion. Excluding these nations from the spotlight may reduce the overall excitement and participation from fans who follow the sport at a grassroots level.

Benefits of Comprehensive Promotion

Effective promotion at the 1 to 1 level can foster a more engaging and enthusiastic cricket community. By highlighting the contributions of associate nations, the T20 World Cup 2021 can:

Enhance the overall appeal of the tournament Motivate young players in these nations to aspire for greater achievements Generate broader sponsorship and commercial opportunities Seed the development of local cricket talent and infrastructure

Practical Steps to Increase Promotion

To make the T20 World Cup 2021 more inclusive and engaging:

Media Coverage: Highlight the matches between associate nations through comprehensive reporting and live commentary. This can be done by airing pre-match shows, highlights of key moments, and innings intervals to keep fans informed and excited. Engagement Programs: Organize special engagement programs that showcase the unique aspects of associate nations and their contributions to cricket. This can include player interactions, cultural exchanges, and community outreach drives. Sponsorship Opportunities: Offer more sponsorship opportunities to brands interested in supporting these nations, thereby increasing their visibility and impact. Stats and Features: Incorporate more statistics and features that celebrate the achievements of associate nations. This can include tables, interviews, and special reports to keep the spotlight on their progress.

Conclusion

Boosting the profile of associate nations is not just about good sportsmanship; it's about ensuring a sustainable future for cricket. By promoting these nations at the 1 to 1 level, the ICC T20 World Cup 2021 can foster a more inclusive and engaging tournament that resonates with fans across the globe. As cricket fans eagerly await the return of the T20 World Cup 2021, let us hope for a more balanced and celebrated approach that honors the legacy and contributions of all nations involved.