Bowled Over: How Cricket is Ready to Captivate the U.S.
Breaking barriers and building a new fan base for America's latest sporting sensation
I’ll be traveling the next few weeks, so updates may be delayed!
This past weekend, I drove up to Dallas to watch the Major League Cricket (MLC) match between San Francisco and Seattle. I have been to cricket before at the Melbourne Cricket Ground for Big Bash (Australia’s T20 competition), but wanted to check out the action live in the United States. When I mentioned going to see the match, a few of my friends made it clear that we (generalizing as Americans) still don’t get the different competitions and aspects that make cricket a special sport to watch.
As someone who plays a sport that is on the path of growth in the US (Aussie rules football), I thought it’d be helpful to put together a framework for bringing new sports into this market. I wrote about the opposite strategy of bringing American sports abroad a few months ago, so it was time to explore this strategy after my cricket experience.
MLC is at the forefront of this movement, introducing cricket to a broader American audience. As MLC works to establish itself, it faces certain challenges. However, with strategic efforts, these barriers—rules explanations, grassroots development, finding suitable locations, and tapping into diverse markets—can be effectively addressed. It’s an amazing sport played by people around the world - and worthwhile for Americans to get involved as well.
Breaking down the rules
Cricket's complex rules and unique terminology can be daunting for newcomers - not to mention the different ‘formats’. MLC plays T20, meaning that innings are limited to 20 overs a side (or 10 wickets, or outs), with a maximum of four overs for each bowler and restrictions on the placement of fielders. It is fast and exciting, with matches lasting around three hours on average.
To make the sport more accessible to those new to the game, MLC can develop engaging educational resources through partnerships with media entities like Jomboy (see video below) or other influencer types that connect with another audience. Jomboy reaches the baseball audience Simplified rule books, interactive apps, and fun, instructional videos can help demystify the game. Community workshops and cricket clinics can offer hands-on learning experiences. By breaking down the game's complexities into easy-to-understand segments, MLC can foster a deeper appreciation and understanding of cricket among new fans.
Grassroots development
A sport's success in any region hinges on robust grassroots development. For cricket to thrive in the U.S., it needs to be introduced at the community and school levels. MLC can collaborate with local schools and sports organizations to incorporate cricket into their programs. Hosting youth leagues, coaching clinics, and school tournaments will provide young athletes with opportunities to play and learn cricket from an early age. Additionally, creating partnerships with existing cricket clubs can help to build a strong, interconnected cricket community across the country.
If you build it, they will come
Finding and developing suitable locations for cricket can be a challenge due to the specific requirements of the sport played on an oval. MLC can work with local governments and private entities to identify and develop multi-use sports facilities that can accommodate cricket. Transforming existing fields into cricket-friendly environments and building new cricket grounds in strategic locations will be key. Furthermore, promoting cricket in parks and recreational areas can increase visibility and accessibility, encouraging more people to take up the sport. And, maybe let your local footy clubs have a run on the ground on occasion.
Leveraging Media and Technology
In today's digital age, leveraging media and technology is essential for reaching a wider audience. MLC can utilize social media platforms, live streaming, and online content to showcase exciting moments and stories from the cricket world. Collaborations with influencers and cricket enthusiasts can further amplify the sport's presence online. Offering live commentary, interactive fan experiences, and engaging storytelling will help capture the interest and imagination of potential fans. MLC has provided access via streaming with Willow and recently signed deals with regional sports networks. The talent is certainly there for some SportsCenter Top 10 plays.
Tapping into Diverse Markets
The U.S. is home to a diverse population with significant communities that have a strong affinity for cricket. MLC has strategically placed teams in major cities to tap into these markets. Teams are located in:
San Francisco Unicorns (San Francisco, CA)
Los Angeles Knight Riders (Los Angeles, CA)
Seattle Orcas (Seattle, WA)
Texas Super Kings (Dallas, TX)
Washington Freedom (Washington, D.C.)
MI New York (New York, NY)
By hosting matches and events in these cricket-friendly cities, MLC can build a solid fan base. Additionally, collaborating with community leaders and cultural organizations can foster a deeper connection and sense of ownership among these groups.
Capitalizing on the US’ ICC T20 World Cup Run
The recent ICC T20 World Cup saw the U.S. cricket team achieving a historic victory over Pakistan. This landmark win is a testament to the growing capabilities and potential of American cricket. Showcasing star players and their journey to success can inspire new fans and players, demonstrating that the U.S. has the potential to become a new force in international cricket. With cricket in the Los Angeles 2028 Olympic Games, the US will want to inject more investment in the growth of the sport.
Parting thoughts
Bringing international sports like cricket to the U.S. presents its challenges, but with thoughtful strategies and community-focused efforts, Major League Cricket can overcome these barriers. By creating accessible rules explanations, developing grassroots programs, driving regional connection, leveraging media, and tapping into diverse markets, MLC can successfully introduce cricket to a new generation of American sports fans. The journey may be complex, but the potential for cricket to flourish in the U.S. is immense.
From the library
Forgot to add this last week! I really enjoyed Uninterrupted’s Top Class Tennis on Amazon Freevee, showcasing the ups and downs of youth tennis through the lens of four rising stars - check out the trailer here.
As always, thank you for reading.