Cricket has long been regarded as a game of the Commonwealth. England, Australia and India have a rich cricketing history. These are countries where cricketing legends have been born, raised and seen rise to greatness. However, the sport that was once the property of a few ruling nations has expanded, and new powerhouses are starting to emerge. The United Arab Emirates (UAE) and the United States of America (USA) are taking note and beginning to invest in helping develop the next era of cricket.
Read along as we explore how the emergence of the ILT20 and Major League Cricket has shaken the sport and demonstrated how, with serious investment and a fresh audience, cricket has the capacity to grow into a truly global commodity.
The UAE: Cricket’s Global Crossroads
The UAE entered the cricketing world with clear intent, and in a short time has become a sporting powerhouse. What makes this ascent so remarkable is that its growth is not only rapid but sustainable.
From Hosting Hub to Home League Powerhouse
The UAE’s rise to cricketing prominence was deliberate and is the result of a slow build over many years. Its journey began when it was chosen as the neutral venue for a game between India and Pakistan. This taste was enough to accelerate the programs that have built a thriving cricketing ecosystem.
COVID-19 also played a significant role in the UAE’s rise, as the 2020 and 2021 seasons of the IPL were relocated to stadiums in the UAE. This not only proved the country had the capacity to host the biggest spectacle in cricket but also showed that there was enough supporter interest to make cricket a viable investment. This gave rise to the birth of the International League T20 (ITL20), which is the UAE’s own cricket super league.
With favourable cricket weather year-round and a location centralized between Africa, Asia and Europe, the UAE is the perfect growth point for the next generation of professional cricket.
The Economic and Fan Appeal
The UAE has a large international expat population, which helped with its rise, as it has a naturally cricket-savvy audience. Over 65% of the UAE’s population comes from India, Pakistan, Bangladesh and Sri Lanka, which are all legendary cricketing nations. This means the sport was ready to take off without the need for aggressive marketing.
In addition, the UAE has very competitive tax rules for businesses and a government that understands the strategic power of sports makes it a very attractive proposition for administrators and investors. Factor in the general appeal of the country as a travel destination and you see that the UAE has all the tools necessary to dominate the cricket landscape and is already making cricket tourism a reality.
The USA: From Outsider to Emerging Power
The idea of cricket becoming a popular sport in America seems bizarre. With baseball, basketball, football, soccer and ice hockey already dominating the sports charts, cricket would surely struggle to find a spot. However, the launch of Major League Cricket (MLC) in 2023 saw things start to change.
Major League Cricket and Its Vision
On paper, MLC has everything needed to be a commercial success. Teams are based in major cities like New York, Dallas and San Francisco, with Indian owners providing the connection and knowledge of the game, and American investors supplying the cash. The pooled resources have created a system that stands to be an unprecedented success and points to an unexpected, highly ambitious future for world cricket.
The first season saw impressive crowds in Texas and North Carolina, with interest from a number of cricket megastars who understand that it is less about the paycheque and more about ensuring the sport they love is able to adapt and make the leap to the next level.
The success of the MLC was confirmed when the USA was chosen as the joint host of the 2024 T20 World Cup.
Infrastructure and Cultural Shift
To become a cricketing nation, the United States needs to work on its infrastructure. They need cricket stadiums such as The Grand Prairie Stadium in Dallas. Custom-built for cricket, it comes with a full range of broadcasting facilities specifically geared towards cricket coverage. More stadiums are planned for construction as interest in the MLC and cricket in general grows.
To be a success, cricket needs to settle at the grassroots level in the US, and youth academies are already being formed in cricket-friendly communities. This is typically in areas with substantial South Asian and Caribbean populations, where cricket is already a part of their culture. The US is using the MLC as more than just a game. It is creating a family entertainment experience, with food and the general sense of stats and data that US sports fans love.
The Business of Global Cricket Expansion
Cricket is a business, and expanding into new markets is necessary to attract new fans and ensure the sport is ready for future generations. The business model used by cricket is revolutionary and should be an example for other sports to follow.
Shared Ownership, Shared Profits
Franchise networks are a big component in cricket’s reputational and economic success. The Mumbai Indians are no longer merely an IPL team. The owners also own MI New York, MI Cape Town and MI Emirates. Similar structures exist within the Kolkata Knight Riders and the Chennai Super Kings.
These franchises create an international synergy, leveraging the benefits of each location to the betterment of cricket’s overall brand and reputation. Mumbai fans in India will be drawn towards watching the MLC or the ITL20 out of team loyalty.
Sponsorships and Media Rights
With a growing global fanbase comes expanded media interest because international fans want to be able to watch their teams. Broadcasting deals are adding an extra boost into the cricket economy with streaming platforms aggressively bidding to get the broadcast rights. This is especially the case for the UAE and US leagues, as they are not only new but also offer premium demographics.
Both leagues are also attracting sponsorship from major global brands including Emirates, DP World and Mastercard.
Balancing Tradition and Expansion
Growth is important for the sport, but fans of traditional five-day test cricket are worried that rapid rate of expansion will come at the expense of cricket’s soul.
The Scheduling Challenge
With more active professional leagues than ever before, it creates a multitude of scheduling conflicts. While the IPL, MLC and ITL20 take a share of the media attention, every country also has its own domestic leagues, which are where many of the top players have a contract. Virat Kohli, as just one example, plays for the Royal Challengers Bengaluru in the IPL but also for Delhi in the Indian domestic league.
The UAE and US leagues also want world-class names involved in their promotions, which adds to an already congested fixture list, before considering the added impact of international cricket.
The ICC needs to find a way to balance the demands of ‘super league’ cricket with the domestic game and international representation. Each is important, as is player health and wellbeing, meaning players need to ensure they do not run themselves too hard and risk injury.
It’s a matter of balance, and the coming years will show just how cricket can and will adapt to meeting the growing demands of its new fanbase.
Player Development and Pathways
However, the expanded leagues will also create room in the game for other players to make a name for themselves and become stars in up-and-coming leagues like the MLC. The increased media exposure gives these players the chance to take centre stage when before they would have struggled to dislodge the established names.
Additionally, both the UAE Cricket Academy and USA Cricket are dedicated to establishing a grassroots base for cricket in their respective countries, leading to new stars who can lead their respective nations to new heights and make cricket even more competitive on every level.
A Brief Look at Betting and Fan Engagement
Modern cricket fans don’t just watch matches anymore. Cricket betting is a growing commodity, and with more active leagues and more games to watch, the cricket gambling niche is also set to grow.
Data, Analytics, and Responsible Platforms
Modern cricket fans don’t just watch cricket; they engage with it through fantasy platforms, predictive analytics and betting markets. Fans can build virtual teams in fantasy cricket apps and compete against friends in gentle competition, accumulating points based on real-world performances.
In addition, the sports betting landscape has grown with cricket’s expansion. Fans eager to explore cricket betting options, which often overlap with those searching for online casino bonuses for Arabic players, should focus on those platforms that offer dedicated AI-powered real-time data analysis on cricket matches while also promoting responsible gaming principles.
The Global Game Arrives
It is important that cricket fans understand that the UAE and US are not trying to replace traditional cricket, nor to take over from the nations where the sport is part of the culture. Lords will always be an iconic venue, and the Gabba will always pack in the passionate fans. Cricket’s global expansion is about spreading the name of cricket, not merely relocating its base of operations. The future of cricket lies in building cross-nation relationships that ensure as many people as possible get to watch and be involved in the sport.