Chapter 1: Introduction:

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What is sports?

Sport refers to any type of physical activity or game, often involving competition and
organization, that aims to utilize, maintain, or enhance physical abilities and skills while
providing enjoyment to participants and, in some cases, entertainment to spectators. Through
casual or organized participation, sports can contribute to better physical health. There are
numerous sports in existence, ranging from those played by individual competitors to those with
hundreds of participants either in teams or as individuals. In certain sports such as racing,
multiple contestants may compete at the same time or consecutively, with a single winner. In
other sports, such as matches, two sides compete against each other, each striving to surpass the
other. Some sports allow for a tie or draw, where there is no sole winner, while others have tie-
breaking mechanisms to establish a winner. Tournaments can be organized with multiple
contests to determine a champion. Many sports leagues arrange games throughout a regular
season and, in some cases, playoffs to determine an annual champion.

Sports are athletic activities that involve a certain level of competition, such as netball,
basketball, or cross-country Olympic skiing. Certain games and various types of races are also
considered sports. Individuals who excel at a sport are known as athletes. Many people
participate in sports with their friends, and they often require coaches to help improve their
performance. Sports can be played indoors or outdoors, and they can be enjoyed by individuals
or teams.

Sports have significant health benefits and can help prevent diseases like heart attacks, various
types of cancer, depression, anxiety, and dementia. Different sports offer different advantages for
the body. For children, sports contribute immensely to their overall development, including their
physical, mental, and emotional well-being.

2
There are also individuals who enjoy watching others play sports. These individuals are known
as fans. Some fans prefer watching sports on television, while others prefer attending matches or
events where they can see the action in person. These individuals are referred to as spectators.

There are various kinds of sports in which people engage, including

● marathons,

● acrobatics,

● bodybuilding,

● gymnastics,

● rhythmic

● gymnastics,

● figure skating,

● boxing,

● fencing,

● judo,

● wrestling,

● tennis,

● baseball,

● softball,

3
 ● basketball,

● badminton, and

● cricket.

Sporting Activities refer to engaging in or participating in any aspect of sports, including but not
limited to training, competitions, coaching, or serving as an official. Upon the acceptance of my
membership application, I will become a member of DBNSW and acknowledge the obligation to
adhere to all rules, regulations, policies, and directives of DBNSW and the Club relating to
Sporting Activities and its constitution. This application form is applicable only for my
participation, either up to a maximum of twenty-eight (28) days or until I become an Individual
Member of DBNSW, whichever comes first, during the 2022/2023 season (1 July – 30 June). I
understand and accept that DBNSW and/or the Club may retain this form for a period of up to
five years or longer. I commit to following all instructions given by the Club and DBNSW.

Warning: Sporting Activities inherently entail certain risks. I acknowledge that I am exposed to
potential accidents, which may result in injury, death, or damage to my property, while
participating in Sporting Activities. I have read and understood this warning and willingly
acknowledge and assume the inherent risks associated with participating in Sporting Activities.

Exclusion of Implied Terms: I acknowledge that, as a consumer of recreational services as

defined by applicable laws, certain terms and rights typically implied into a service contract may
be excluded. I understand that these implied terms, rights, and any liability of DBNSW and the
Club stemming from them are expressly waived to the fullest extent permitted by law, through
this application and declaration. If any liability arises, DBNSW and/or the Club will, at their
discretion, either replace, repair, or cover the cost of replacing goods, or resupply services or
cover the cost of having the services provided again.

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Release and Indemnity: By submitting my application for participation and to the extent
permitted by law, I hereby release DBNSW and the Club from any claims that I currently or may
in the future have, arising from or connected to my participation in any Sporting Activities. I also
agree to indemnify and hold DBNSW and the Club harmless in respect to such claims.

According to World Athletics, the governing body of the sport, athletics can be categorized into
six disciplines: track and field, road running, race walking, cross country running, mountain
running, and trail running. The inclusion of mountain running was introduced in 2003, while trail
running was added in 2015.

While all forms of athletics are considered individual sports, with the exception of relay races,
the performances of athletes representing a country are often combined at international
championships. In cross country and road races, the finishing positions or times of the top
athletes from a team may be combined in order to determine the team’s victor.

What is sports marketing ?

Sports marketing is a division of marketing that focuses on the promotion of sports events,
teams, and other products and services through sports. Its goal is to provide clients with
strategies to promote sports or other products, services, businesses, or causes through sporting
events. Sports marketing follows the traditional four “P”s of general marketing (Product, Price,
Promotion, and Place) and adds four additional elements: Planning, Packaging, Positioning, and
Perception. This combination is called the “sports marketing mix.”

Sports marketing encompasses various sectors of the sports industry, including broadcasting,
advertising, social media, digital platforms, ticket sales, and community relations. It can be
categorized into three sectors. The first involves advertising sports and sports associations, such
as the Olympics and professional sports teams. The second involves using sporting events,

5
teams, and athletes to promote various products. The third involves promoting sports to the
public to increase participation.

There are different types of sports marketing strategies. When the promotion is directly related to
sports, it is called “Marketing of Sports.” When sports events, athletes, teams, or leagues are
used to promote products that are not related to sports, it is called “Marketing through sports.”
Lastly, when the promotion aims to increase participation among the public, it is referred to as
“Grassroots Sports Marketing.”

To promote products and services, companies and associations use various channels, including
sponsorships of teams or athletes, television or radio advertisements during sports events, and
advertisement on sporting venues. Street marketing of sports also utilizes billboards and urban
elements to gain publicity during major worldwide sporting events.

In summary, sports marketing is a specialized field within marketing that focuses on promoting
sports events, teams, and products through various channels. It aims to meet the needs and wants
of consumers and incorporates unique elements specific to the sports industry.

Sports marketing is the practice of applying marketing principles to promote and increase the
visibility of sports, teams, athletes, and related products or services. Its main aim is to establish a
strong connection between the sports entity and its target audience. This is achieved through
various strategies such as sponsorships, advertising, branding, and digital engagement, all of
which work together to maximize fan involvement and generate revenue. In the world of ICC
events, sports marketing plays a crucial role in raising the global profile of cricket, engaging
fans, and forming partnerships to ensure sustainable growth.

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History of sports marketing :

Promotion was limited, relying mainly on basic advertising and word of mouth at
local events.

0s-1970s – Television Era:

With the rise of television, sports gained a broader audience, leading to increased
corporate interest. As a result, major sporting events became attractive
opportunities for sponsorships and advertisers seeking exposure.

1980s – Sponsorship Boom:

The 1980s witnessed a surge in corporate sponsorships, driven by the success of

global sporting events like the Olympics and the FIFA World Cup. Recognizing
the marketing potential, companies began aligning their brands with popular
sports.
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1990s – Globalization and Branding:

Sports globalization, accompanied by the advent of cable and satellite TV, allowed
marketing strategies to expand and reach international audiences. Athletes
themselves became brands, and endorsements played a significant role in sports
marketing.

2000s – Digital Revolution:

The internet revolutionized sports marketing during the 2000s, offering new
avenues for engagement. Social media platforms allowed direct interaction with
fans, creating a more personalized experience and deeper connections.

Present Day:

Sports marketing has evolved into a sophisticated and dynamic industry,

encompassing a wide range of platforms, from traditional media to social media,
exports, and experiential marketing. Data analytics now play a crucial role in
understanding fan behavior and optimizing marketing strategies.

Throughout its development, sports marketing has become an integral part of the
business of sports. It not only shapes how events are promoted but also influences
how athletes, teams, and leagues establish and monetize their brands.

8
Importance of sports marketing:

Sports marketing plays a critical role in boosting brand visibility, fostering fan engagement, and
generating revenue through sponsorships, merchandise, and events. It utilizes the emotional
connection people have with sports to develop impactful marketing strategies that benefit both
the sports industry and associated business .Sports marketing plays a vital role in the modern
sports industry, acting as a dynamic link between athletes, teams, and fans. Its scope extends
beyond game promotion, as it fosters brand loyalty, improves fan engagement, and generates
revenue through sponsorships, merchandise, and broadcasting rights. The strategic application of
marketing principles propels sports organizations to become global brands, fostering a mutually
beneficial relationship between the sports world and commercial interests. By leveraging the
personalities of athletes, establishing connections within the community, and embracing digital
platforms, sports marketing expands the cultural impact of sports while maximizing economic
opportunities.

Enhancing Brand Exposure:

a. Sports marketing offers significant brand visibility through sponsorships, advertising, and
partnerships with sports teams or events.
b. Nurturing Fan Engagement:

9
 It establishes a direct connection with fans, building loyalty and emotional involvement
through a shared passion for sports.

c. Driving Revenue Generation:

Sports marketing generates revenue through various channels, including merchandise
sales, ticketing, broadcasting rights, and sponsorship agreements.
d. Reaching a Global Audience:
Sports have a worldwide audience, allowing brands to connect with diverse markets and
demographics on an international scale.
e. Contributing to Community Impact:
Marketing in sports contributes to community development by supporting local teams
and events, strengthening the relationship between businesses and communities.

f. Harnessing Endorsement Power:

Athlete endorsements enhance a brand's credibility and influence consumer perceptions,
often resulting in increased sales.
g. Innovative Approaches to Marketing:
Sports provide an ideal platform for creative marketing campaigns, capitalizing on the
excitement and drama inherent in sporting events.
h. Integration with Different Media:
Sports marketing seamlessly integrates with various media outlets, such as social media,
television, and online platforms, maximizing exposure.
i. Capitalizing on Event Spectacles:
Major sports events create captivating spectacles, attracting large audiences and offering
prime opportunities for marketing activations.
j. Utilizing Data-driven Insights:
Sports marketing utilizes data analytics to gain insights into fan behavior, enabling
targeted and personalized marketing strategies.

10
 Types of sports marketing:

Sports marketing encompasses a range of strategies aimed at promoting sports events, teams, and
products. Some examples include:

1) Event Marketing:
The promotion and advertising of specific sporting events to attract both spectators and
sponsors.
2) Athlete Endorsements:
Making use of athletes to endorse products, capitalizing on their popularity and
influence.
3) Team Sponsorship:
Brands aligning themselves with sports teams, often featuring their logos on jerseys and
in team-related promotional activities.
4) Digital and Social Media Marketing:
Utilizing online platforms to engage fans, share content, and establish a brand presence.

5) Fan Engagement:

11
 Creating experiences to connect with fans, such as interactive events, merchandise
offerings, and loyalty programs.
6) Content Marketing:
Developing and distributing sports-related content to enhance brand awareness and
engage audiences.
7) In-Stadium Advertising:
Making use of signage, displays, and promotions within sports venues to reach a captive
audience.
8) Broadcast Sponsorship:
Investing in TV or radio broadcasts to reach a wider audience during live sports events.

These strategies work together to form a comprehensive approach to sports marketing.

List of Sports Marketing Companies:

Game Plan Sports Marketing

SportSync Marketing

Victory Visions Sports Marketing

Promotion Sports Agency

SportsSphere Marketing

EliteEdge Sports Marketing

PeakPlay Sports Promotions

FanFuel Marketing

SportStrive Marketing Group

PowerPlay Sports Solutions

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Sports marketing with cricket :

“Cricket Dynamics: An Effective Strategy Guide for Successful Sports Marketing. Discover the
distinct opportunities and techniques to capitalize on the worldwide popularity of cricket,
captivating fans, and optimizing brand influence.”

A Winning Playbook for Sports Marketing Success. Explore the unique opportunities and
strategies to leverage the global appeal of cricket, engaging fans, and maximizing brand impact.”

Cricket holds a strong position in the realm of sports marketing, with a large and passionate fan
base. To harness its global popularity, it is important to create compelling stories around cricket
events, establish strategic partnerships with teams and players, and utilize digital platforms for
real-time fan engagement. Successful marketing in the world of cricket involves innovative
sponsorships and captivating social media campaigns that tap into the excitement of matches and

13
cultivate brand loyalty. To thrive in this competitive field, it is crucial to adapt to the ever-
changing cricket landscape and align marketing efforts with the pulse of the game.

Cricket, with its extensive global following, presents a fertile ground for sports marketing
endeavors. Marketers have the opportunity to capitalize on the sport’s immense popularity by
sponsoring teams and events, leveraging star players, and creating captivating content around
important matches. Utilizing social media to connect with fans and aligning brand messaging
with the game’s essence are crucial strategies. Successful sports marketing in cricket requires a
deep understanding of the sport’s intricacies and a dynamic approach that captures the hearts of
cricket enthusiasts worldwide, whether through jersey sponsorships, immersive fan experiences,
or leveraging the cultural significance associated with cricket. This is especially important in
college project work.

Cricket’s extensive popularity in countries like India, Australia, England, and Pakistan makes it a
significant player in sports marketing. Major cricket events, including the Indian Premier League
(IPL) and international tournaments like the Cricket World Cup, attract massive global
audiences. This widespread appeal provides lucrative opportunities for brands to connect with a
diverse and passionate fan base through sponsorships, endorsements, and advertising
partnerships. The sport’s association with top athletes further enhances its marketability, making
cricket a focal pointstrategic marketing initiatives. In summary, cricket holds immense potential
for businesses to engage with a large and dedicated audience through various marketing
strategies.

14
BCCI (Board of Control for Cricket in India):

The BCCI is responsible for governing cricket in India. It is one of the most affluent and
influential cricket boards worldwide. Additionally, it oversees the Indian Premier League (IPL),
which is a highly popular T20 league. The Board of Control for Cricket in India (BCCI) serves
as the governing body for cricket in India. Its establishment dates back to 1928, and it holds the
responsibility of organizing and promoting cricket within the country. Globally, the BCCI holds

15
significant influence and impressive financial resources. It oversees both national and
international cricket events involving the Indian cricket team. Additionally, the BCCI
collaborates with the International Cricket Council (ICC) on matters related to global cricket.
Notably, the BCCI plays a pivotal role in managing the Indian Premier League (IPL), a highly
popular Twenty20 cricket league.

England and Wales Cricket Board (ECB):

The ECB is accountable for cricket in England and Wales. Its responsibilities include organizing
domestic competitions such as the County Championship. Furthermore, it is a member of the
International Cricket Council (ICC).

Cricket Australia:

Cricket Australia serves as the governing body for cricket in Australia. It organizes domestic
tournaments like the Big Bash League (BBL) and Sheffield Shield. Australia has a remarkable
cricket history and is known for its accomplishments in the sport.

New Zealand Cricket:

New Zealand Cricket is responsible for governing cricket in New Zealand. The national team is
recognized as the Black Caps. They actively participate in international cricket events, including
tournaments organized by the ICC.

These cricket boards play a vital role in arranging domestic and international cricket
tournaments, nurturing players, and promoting the sport in their respective countries.

International cricket council (ICC):

The International Cricket Council (ICC) serves as the worldwide governing body for the sport of
cricket. Established in 1909, the ICC is responsible for overseeing the game at an international

16
level and promoting its growth and development globally. It is in charge of establishing the rules
and regulations for various formats of cricket, such as Test matches, One Day Internationals (Is),
and Twenty20 Internationals (T20Is). The ICC also organizes significant tournaments like the
Cricket World Cup and the ICC World Twenty20, which create a platform for nations to
compete at the highest level. Moreover, the council plays a vital role in upholding the integrity of
the sport, ensuring fair play, and addressing matters related to match-fixing and corruption.
Additionally, the ICC collaborates with its member nations to enhance the popularity and
accessibility of cricket worldwide.

The International Cricket Council (ICC’ acts as the worldwide governing body for the game of
cricket, ensuring the consistent application of rules and regulations across the cricketing world.
Established in 1909 as the Imperial Cricket Conference, it changed its name to ICC in 1965. The
ICC has its headquarters located in Dubai, United Arab Emirates.

International Cricket Council: Overview and Functions

The International Cricket Council (ICC) serves as the worldwide governing body for the
sport of cricket. Below is a comprehensive summary of the ICC’s key information:

1) Formation
The ICC, initially known as the International Cricket Conference, was established in
1909. In 1989, it adopted its current name, the International Cricket Council.
2) Headquarters
Located in Dubai, United Arab Emirates, the ICC’s headquarters are the central hub for
its operations.
3) Objective
The primary goal of the ICC revolves around the promotion and administration of cricket
on a global scale. It aims to ensure the continuous growth and development of the sport.
4) Members:
These nations also engage in cricket, but their level of influence Membership Structure

17
 The ICC consists of three categories of membership:
a) Full Members:
These are the governing bodies for cricket in individual countries or associated
territories. At present, there are 12 Full Members.
b) Associate members:
Associate within the ICC is relatively lower than Full Members. Consequently, they
enjoy fewer privileges.

c) Affiliate Members:
Typically encompassing developing cricketing nations, these members have fewer
privileges compared to Associate Members.
To qualify as Full Members, countries must satisfy specific criteria. These prerequisites
include having a robust domestic cricket structure, financial stability, and competitive
teams.

5) Status Changes
Cricketing nations have the opportunity to request changes in their membership status
based on their development within the sport.
6) Global Events
The ICC takes responsibility for organizing and supervising numerous significant
international cricket tournaments. These include the ICC Cricket World Cup, ICC World
Twenty20, and the ICC Champions Trophy.
7) Women’s Cricket
Another crucial aspect of the ICC’s operations involves the promotion and governance of
women’s cricket. Major events, such as the ICC Women’s Cricket World Cup, are
organized under its auspices.
8) Development Programs
The ICC runs various development programs designed to promote cricket in non-
traditional cricketing nations, thus expanding the sport’s reach globally.

18
 9) Cricket Rules
Through its Cricket Committee, the ICC assumes the responsibility of establishing and
updating the rules of the game.
10) Chief Executive and Governance Structure
The ICC’s Chief Executive oversees the day-to-day administration of the organization.
Supported by different departments, they manage various aspects of international cricket.
Additionally, the ICC maintains a democratic governance structure, with a Board
comprising representatives from its Full Member nations. Each Full Member holds one
vote for decision-making purposes.
11) Anti-Corruption Unit
To address concerns related to corruption and match-fixing in cricket, the ICC has
established an Anti-Corruption Unit.
12) ICC Rankings
Team and player performance in international cricket is evaluated and maintained
through the ICC’s rankings system.

The ICC has several key functions:

i. Regulating Cricket Rules:

The ICC is responsible for creating and revising the rules of cricket, ensuring fairness and
uniformity in the game. This includes the playing conditions for all formats of the sport.

ii. Organizing International Tournaments:

The ICC arranges major international cricket events such as the Cricket World Cup (for
men and women), the ICC Champions Trophy, and the ICC World Twenty20. These
tournaments bring together top teams from around the world, promoting international
competition.

19
iii. Member Nations:

The ICC is made up of member nations, each with its own cricket board. As of my last
knowledge update in January 2022, there were 12 Full Member nations with Test match
status, along with numerous Associate Members. Full Members include countries like
India, Australia, England, and South Africa.

iv. Governance Structure:

The ICC’s governance structure includes a Board of Directors elected by its members,
with the President serving as the highest-ranking official. The Board makes important
decisions related to the development and administration of the game.

v. Cricket Development:
The ICC actively promotes and develops cricket on a global scale. This includes
supporting emerging cricket nations, fostering grassroots cricket, and organizing
development programs.

vi. Anti-Corruption and Integrity:

To uphold the integrity of the sport, the ICC has units dedicated to anti-corruption and
anti-doping efforts. These units work to prevent and address issues such as match-fixing,
spot-fixing, and other forms of corruption in cricket.

vii. Umpire Development:

The ICC plays a role in the training and development of cricket umpires, ensuring a high
standard of officiating in international matches.
In summary, the ICC plays a vital role in shaping the future of cricket by fostering its
growth and maintaining the spirit of fair play and sportsmanship on a global scale.

20
Types of ICC membership :

Full Member:

The highest level of membership in cricket is held by Full Members. These countries enjoy Test
match status, allowing them to participate in the longest format of the game. In addition, Full
Members possess voting rights during ICC meetings, enabling them to have an influence on
decision-making processes.

In most recent knowledge update in January 202, the International Cricket Council (ICC)
comprised countries such as Australia, Bangladesh, England, India, New Zealand, Pakistan,
South Africa, Sri Lanka, and West Indies. It’s important to note that ICC memberships may
change, so it is recommended to refer to the latest information for any updates.

Associate Member:

Associate Members hold limited-overs international status, which means they can participate in
One Day Internationals (ODIs) and T20 Internationals (T20Is). While they also have voting
rights in certain ICC matters, their level of influence may not be as substantial as that of Full
Members. Afghanistan, Ireland, and the Netherlands are some examples of Associate Members.

most recent update in January 2022, the following countries are Associate Members of the
Cricket Council (ICC):

Afghanistan

Ireland

Scotland

Netherlands

Nepal

21
Oman

UAE (United Arab Emirates)

Hong Kong

Papua New Guinea

Namibia

Affiliate Member:

Affiliate Members do not typically hold international status, but they do participate in regional or
global events at a lower level. Compared to Full and Associate Members, they have fewer
privileges and often engage in developmental programs to enhance their cricketing infrastructure.
Affiliate Membership can serve as a stepping stone for nations aspiring to achieve higher ICC
status.

It is important to note that the ICC periodically reviews and updates its membership criteria,
which may result in nations moving between these categories based on their cricketing
development. As of my last knowledge update in January 2022, this information provides a
general understanding of the ICC membership structure.

Suspended member :

The suspension of the Sri Lanka Cricket (SLC) board, which was imposed November 10 due to a
“serious breach of its obligations as an ICC Member,” has now been lifted. The breach was
related to the requirement for the SLC to independently manage its affairs and prevent any
government interference in the governance and administration of cricket in Sri Lanka. The
International Cricket Council (ICC) Board has been closely monitoring the situation and has
determined that the SLC is no longer in violation of its membership obligations.

22
The lifting of the suspension was somewhat expected following the dismissal of the sports
minister, Roshan Ranasinghe, by Sri Lanka’s president in late November. Ranasinghe had been
at odds with the top management of the SLC for over a year. With the appointment of the new
sports minister, Harin Fernando, it seemed likely that the SLC was more willing to have its
suspension lifted. In fact, ICC CEO Geoff Allardice recently met with Fernando and Sri Lankan
president Ranil Wickramasinghe.

Important events of ICC:

ICC men’s cricket world cup

The ICC Men’s Cricket World Cup, which is the international championship of One Day
International (ODI) cricket, is organized by the International Cricket Council (ICC) every four
years. The tournament includes preliminary qualification rounds leading up to a finals
tournament. This event is widely regarded as the most-watched sporting event in the world and is
considered the highlight of the international cricket calendar by the ICC. It holds significant
importance as the pinnacle championship for the sport of cricket.

Advertisement campaign..

Zomato

Zomato’s Ab Indiaa-India ka time hai campaign showcases actor Ranveer Singh and
international cricket sensation Chris Gayle. The pair is seen passionately supporting the Indian
cricket team during the World Cup season.

23
Vicks cough drops

The #VicksKholIndiaBol anthem, a melodious collaboration with cricket maestro Yuvraj Singh,
emerges as a guiding light, inviting millions to contribute their voices to the collective cheer, free
from the infamous ‘khich khich’ (cough).

Mak lubricants

Bharat Petroleum has recently partnered with Rahul Dravid to endorse MAK Lubricant as an
essential component for vehicles. Three meticulously crafted advertisements resemble short
films that depict relatable everyday situations.

Phonepe

After investing a significant amount of Rs 150 crore to secure advertising rights for the World
Cup, the ball is now in the court of PhonePe, a digital payments and financial services startup, to
make the most of this monumental advertising platform that the tournament offers.

Policy bazaar

Policybazaar once again showcases the humorous talent of Kapil Sharma in a series of
advertisement films, officially welcoming him back as the brand ambassador. The actor-
comedian, who previously collaborated with the brand for the witty Ullu-Thullu campaign,
returns with his signature style to educate customers about the advantages of comparing and
purchasing insurance policies.

ICC men’s T20 world cup:

24
This event is usually held every two years. In May 2016, the ICC floated the idea of hosting the
tournament in 2018 with South Africa as a possible host, but later the ICC abandoned the idea of
the 2018 competition following the conclusion of the 2017 ICC Champions Trophy. The 2020
tournament was supposed to take place, but due to the COVID-19 pandemic, the tournament was
postponed to 2021 and India was changed to the planned host. The 2021 ICC Men’s T20 World
Cup was later shifted to the United Arab Emirates (UAE) and Oman due to concerns over the
COVID-19 pandemic in India, five years after the previous (2016) iteration..

Advertisement campaign:

26 sponsors have joined the ICC World Cup. These sponsors span across sectors including
FMCG, financial services, e-commerce and consumer goods.

Brands include PhonePe, Mahindra and Mahindra Ltd, Dream11, Hindustan Unilever, Coca-
Cola, Havells, IndusInd Bank, Pernod India and Booking.com. Peter England, Kingfisher
Packaged Drinking Water, Mondelez, Emirates, Diageo, Jindal Panther, MRF Tyres,
LendingKart, BPCL, Herbalife, Haier Appliances, AMFI, Google Pay, Polycab, Amul, VIDA
from Hero Motorcorp and Amazon also provided major sponsors.

ICC World Test Championship –

The ICC World Test Championship, also called Test World Cup, is a Test cricket league
competition organized by the International Cricket Council (ICC) which started on 1 August
2019. The premier of Test cricket. That is in line with the goal of the ICC of organizing one top
tournament for each of the three forms of international cricket. Australia are the current
champions, having defeated India in the 2023 final. India played in every WTC final and
finished second in both.

Advertisement Campaign:

25
Bajaj Allianz, LAYER’R SHOT, Pokerbaazi, MRF, Samco Securities, Jindal Panther Steel,
Ultratech Cement, DBS Bank, Atomberg Technologies, Maruti Suzuki, Energy Charged by
Thumss Up, B. Distilleries have become sponsors of Star Sports . “Star Sports also has 40
advertisers and more than 45 brands,” it added.

ICC Men’s Champions Trophy-

The ICC Champions Trophy is a One Day International (ODI) cricket tournament organized by
the International Cricket Council or ICC. Opened in 1998, the ICC got the idea of the Champions
Trophy, a short cricket tournament to raise money to develop the game in non-test playing
countries. It remains one of those ICC events that had the same format as some other important
cricket events, such as the Cricket World Cup, which has a format of One Day Internationals.

Advertising Campaign:

• Uber

This was a marketing campaign launched by Uber in 2019 to promote the ICC Cricket World
Cup. The campaign featured Virat Kohli as the brand ambassador and centered around the idea
of ‘Uber rides with Virat Kohli’.

• Netflix

During the 2019 FIFA World Cup, Netflix launched a marketing campaign called “What are you
watching?” The campaign aimed to capitalize on the excitement of the World Cup and promote
Netflix’s content library.

I. Why is TV advertising important for the 2023 ICC Men’s Cricket World Cup?

26
 ⮚ Television advertising will play a crucial role in reaching a wide audience and increasing

the visibility of the 2023 ICC Men’s Cricket World Cup. It allows sponsors and
advertisers to interact with millions of viewers, build brand awareness and capitalize on
massive popularity and viewership. Of the tournament.

II. Which TV channels will telecast the 2023 ICC Cricket World Cup?

⮚ Star Sports to broadcast 2023 ICC Men’s Cricket World Cup

III. How can advertisers benefit from advertising during the World Cup?

⮚ Advertising during the World Cup offers several advantages to advertisers. It provides a

platform to introduce its brand to a large global audience, capitalizing on the increased
interest and engagement associated with the tournament. It also allows advertisers to
align their brand with the excitement and passion of cricket, increasing brand awareness,
consumer trust and potential sales.

Existing partner’s of ICC:

Premier partners

27
 Global partners

Official supporter’s

a. OFFICIAL PARTNERS

28
MoneyGram

Bira91

Upstox,

Star Sports,

a. Category Associates

Jacob’s Creek

Dream11 Com

Royal Stag

Revenue of ICC from sponsorship:

ICC Men’s Cricket World Cup, which kicks off in India on October 5, is estimated to bring in
$120-150 million in sponsorship money for the International Cricket Council (ICC), persons
with knowledge of the development told ET.

For the ICC World Cup 2023, the world cricket governing body has twenty sponsors and
partners. Six international partners are purchasing these sponsorship slots for $8–10 million.
MRF Tires, Booking.com, IndusInd Bank, MasterCard, Aramco, and Emirates are some of the
worldwide partners.

29
After Byju’s and BharatPe left, IndusInd and MasterCard joined as worldwide partners. Financial
difficulties forced Byju’s and BharatPe to renounce their sponsorship of the ICC.

The agreements with the eight official partners, Nissan, Nium, Oppo, Bira91, Polycab, Thums-
Up, and Upstox

Experts stated that DP World had been signed for $6–8 million.

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Then there are category partners that will be spending between $3 and $4 million, including
Royal Stag, Dream11, Jacob’s Creek, Near Foundation, Fan Craze, and Tyka.

The head of RISE World wide’s sponsorship sales and talent, Nikhil Bardia, claimed that this
World Cup had created records that have never been seen before.

ICC Could Receive WC Sponsorship Fee of Up to $150 Million

According to Bardia, “brands have an enormous opportunity to engage with their target audience
across geographies through the ICC Men’s Cricket World Cup.”

“A cricket World Cup is typically portrayed as a celebration, and the fact that India is one of the
tournament’s front-runners has piqued attention. The abundance of in-stadium and on-screen
chances has allowed brands with varying spending profiles and categories to find opportunities
that are relevant to them. The very fact that it is in India has had a big impact, drawing sponsors
and brands swarming to gain recognition.”

30
Global Impact of ICC:

i. Economic effects:
Organizing ICC events brings significant economic benefits to the host country. This
includes investment in infrastructure, such as stadiums and housing, which will boost the
local economy. Increased tourism during the tournament also boosts industries such as
hospitality, transportation and retail.

ii. Tourism and Hospitality:

Cricket fans from all over the world travel to attend ICC events which boost the tourism
industry. This influx of visitors increases hotel reservations, restaurant and other tourism-
related activities, providing a direct economic boost.

iii. Media and Broadcasting:

ICC events attract a huge global audience through television and webcasts. This
presentation not only benefits the ICC but also showcases the host country by showcasing
its culture, landscapes and attractions. Media coverage improves the country’s image,
which can attract future tourists and investors.

iv. Cultural exchange:

events are a forum for cultural exchange. Fans from various backgrounds come together
and promote national unity and understanding. This cultural exchange goes beyond
sports, creating lasting bonds and promoting diplomacy.

Brand Exposure and Sponsorship:

ICC events provide wide exposure for sponsors and partners. Global brands associated
with tournaments are exposed to the public, which promotes brand awareness and market share.

31
 v. Local Business Opportunities:
Local businesses are often in demand during ICC events. Merchandise, food vendors and
other small businesses thrive as fans participate in various tournament-related activities.

vi. Legacy and infrastructure development:

Hosting an ICC event often leaves a lasting legacy for the host country. Improved
infrastructure, such as upgraded stadiums and transport networks, could benefit the
country long after the tournament is over.

vii. Social Impact:

Cricket has the power to unite people across cultural and national boundaries. A shared
passion for sports during ICC events fosters a sense of community among fans
worldwide..

Role of digital engagement and social media to promote ICC:

a. Global reach:
Social media enables the ICC to reach a diverse and global audience, transcending
geographical boundaries.

b. Real-Time Updates:
Platforms such as Twitter and Facebook allow the ICC to provide timely updates on
cases, decisions and events, keeping the public informed.

32
 c. Awareness:
Social media is an effective tool to raise awareness of the International Criminal Court’s
role in combating genocide, war crimes and crimes against humanity.

d. Public Dialogue:
These platforms facilitate interactive discussions and promote global dialogue on
international law and the impact of the ICC.

e. Advocacy Support:
Social media enhance advocacy efforts, encourage individuals and organizations to
support the ICC’s mission and share information widely.

f. Transparency:
Digital engagement increases the transparency of ICC processes by sharing information
about trials, judgments and the overall judicial process.

g. Community building:
Social media helps build a community of people interested in international law,
strengthening support for the ICC.

Marketing strategy of ICC :

The International Cricket Council (ICC) uses a comprehensive marketing strategy to increase
cricket’s global appeal, increase fan engagement and maximize business opportunities. This
strategy includes several aspects:

Global branding:

33
Create a strong and recognizable brand for the ICC, including a distinctive logo and visual
identity to create a cohesive and unified image for international cricket.

Major Event Campaigns:

Aggressively market major tournaments like Cricket World Cup and T20 World Cup across
multiple channels.

We use traditional media, digital platforms and strategic partnerships to create anticipation and
excitement in the lead up to these events.

Digital Presence:

Maintain a strong online presence through an official website and active social media profiles,
providing fans with real-time updates, highlights and interactive content.

Leveraging digital platforms to engage younger audiences, including exclusive behind-the-

scenes content and interactive features.

Broadcast Rights and Partnerships:

Negotiating lucrative broadcast rights deals with global networks to ensure widespread coverage
of international cricket.

Forming strategic partnerships with broadcasters and sponsors to maximize revenue and
exposure.

Fan Engagement Initiatives:

Implementing fan-centric initiatives, such as fan zones, interactive experiences, and contests, to
enhance the match day experience.

Encouraging user-generated content through social media campaigns and promotions.

34
Merchandising and Licensing:

Developing official merchandise and licensing agreements to capitalize on the popularity of

major tournaments.

Work with retail partners to make ICC branded products available.

Youth and Popular Programs:

Investing in programs that promote cricket at the grassroots level will nurture a new generation
of fans and players. Collaboration with schools, academies and cricket boards organizes youth
events and development projects.

Innovation and Technology:

Technological advances to enhance the viewing experience, including virtual reality, augmented
reality and interactive applications.

Introducing innovations such as player microphones, in-depth statistical analysis and keen
engagements during broadcasts.

Sustainable development and social responsibility:

Connecting sustainability initiatives and promoting ecological practices during events.

Participation in social responsibility campaigns, supporting charities and community

development.

Global Expansion:

35
We are actively exploring opportunities to expand cricket’s reach in non-traditional markets by
partnering with cricket boards and local organizations to promote the sport globally. The
marketing strategy of

ICCand#039; is a dynamic and multifaceted approach that combines traditional and digital
channels, strategic partnerships and a commitment to fan engagement, ultimately contributing to
the continued growth and popularity of international cricket.

The ICC’s marketing strategy includes global branding, major event promotion, a strong digital
presence, broadcast rights, fan engagement initiatives, marketing, youth programs, technological
innovation, sustainability efforts and a focus on global expansion. To increase the popularity and
commercial success of international cricket.

Sponsorship of the ICC:

The International Cricket Council (ICC) frequently secures sponsorships from numerous
corporations for its occasions and tournaments to help the game globally. Sponsorship
advantages can consist of logo publicity, promotional opportunities, and affiliation with a famous
wearing event. If you’ve got got unique questions on ICC sponsorships, experience unfastened to
ask!

36
ICC sponsorships contain partnerships with corporations that need to partner their logo with
cricket occasions prepared through the International Cricket Council. These sponsorships usually
consist of:

Title Sponsorship:

The important sponsor’s call is incorporated into the event’s legit title (e.g., “The XYZ Cup” or
“XYZ World Cup”).

Official Partnerships:

Companies may also end up legit companions in numerous categories, consisting of technology,
telecommunications, banking, or automotive, gaining distinctive advertising rights inside their
sector.

Broadcast and Media Rights:

Sponsors may also stable broadcasting rights, letting them show off their services or products at
some stage in stay insurance and business breaks.

Stadium Naming Rights:

Some sponsors favor to have their logo call related to the stadiums in which suits are played.

Product Endorsements:

Cricketers may also end up logo ambassadors for the sponsors, endorsing their merchandise in
marketing and marketing campaigns.

Digital and Social Media Integration:

37
Sponsors advantage from visibility at the ICC’s legit website, social media channels, and
different virtual platforms.

On-Ground Promotions:

Sponsors frequently have interaction in on-floor sports at some stage in suits, consisting of
putting in place booths, dispensing merchandise, and organizing fan engagement occasions.

Logo Placement:

The sponsor’s emblem is prominently displayed on players’ jerseys, crew uniforms, and
different event-associated materials.

These sponsorships offer monetary help for the ICC, letting them prepare high-profile
tournaments and sell the game globally. Companies, in turn, advantage publicity to a huge
cricket target target market and enjoy the high quality affiliation with one of the maximum
famous sports activities with inside the world.

Aspects of International Cricket Council (ICC) Section:

Tournaments and Events:

● ICC organizes flagship tournaments such as Cricket World Cup, ICC Champions

Trophy and various World T20 events.

38
 ● These tournaments are the pinnacle of international cricket, where teams from all

over the world compete for supremacy.

Rules and Regulations:

● The ICC is responsible for formulating and improving the Laws of Cricket and

maintaining uniformity in the interpretation and application of the Rules throughout

the world.

● It works with Marylebone Cricket Club (MCC) in London, which has the power to

make changes to the laws.

Global Development:

The ICC actively promotes the global expansion of cricket, particularly in Associate and
Affiliate Member States. Development programs focus on building infrastructure, training and
creating pathways for emerging cricketing nations. 4,444 Member States: 4,444 4,444 The ICC
has full members, associate members and associate members, each with its own cricket
commission. The 4,444 member councils work together to shape the future of the game and
participate in the ICC’s decision-making processes.

Rankings:

● The ICC maintains rankings for both teams and players in various formats (Test,

ODI, T20).

● Rankings affect the placement of teams in tournaments and help cricket fans and

analysts evaluate the performance of players and teams.

39
Disciplinary Procedures:

● The ICC ja#039 Code of Conduct defines acceptable behavior for players and

officials on and off the field.

● The International Criminal Court deals with disciplinary cases and imposes penalties

for violations of the rules, match-fixing and other violations.

Technology and Innovation:

● The ICC incorporates technological advances such as Hawk-Eye, UltraEdge and Ball

Tracking to improve the decision-making process.

● The Decision Review System (DRS) allows teams to challenge on-field referee

decisions, promoting fair play and accuracy.

Anti-Corruption and Security Unit (ACSU):

● The ICC has an ACSU dedicated to preventing corruption in cricket and ensuring the

integrity of the sport.

● It trains players and officials on anti-corruption measures and investigates reported

cases.

40
Women’s cricket:

● The ICC is committed to the development and promotion of women’s cricket

worldwide.

● It arranges the tournaments of important women including the Women’s Cricket

World Cup and the T20 World Cup of the ICC Women.

41
Chapter 2: Research methodology

42
What is research methodology?

Research methodology refers to the systematic process and techniques used to conduct research,
gather relevant data, and analyze information in a structured manner. It involves a series of steps
that researchers follow to ensure the validity and reliability of their findings.

Types of research methodology:

Descriptive Research:

This method involves describing the characteristics of the marketing strategies employed by the
ICC. It provides a detailed account of the various components of their marketing approach.

Exploratory Research:

Use this approach to explore and gain a deeper understanding of the ICC's marketing strategies.
It can involve interviews, focus groups, or case studies to uncover new insights.

Survey Research:

Conduct surveys to gather quantitative data on the opinions, preferences, and behaviors of target
audiences or stakeholders related to the ICC's marketing efforts.

Case Study:

Analyze specific instances or campaigns within the ICC's marketing history. This in-depth
examination can provide insights into successful strategies or areas for improvement.

43
Content Analysis:

Evaluate the content of ICC's marketing materials, such as advertisements, social media posts, or
official communications, to identify recurring themes, messages, and strategies.

Competitor Analysis:

Compare and contrast the marketing strategies of the ICC with those of other international
sports organizations. This can help identify strengths, weaknesses, opportunities, and threats.

Experimental Research:

Implement controlled experiments or A/B testing to assess the impact of specific marketing
strategies on audience engagement, brand perception, or other relevant metrics.

Historical Research:

Examine the historical evolution of the ICC's marketing strategies over time. This can reveal
patterns, trends, and the impact of various factors on their approach.

Qualitative Research:

Utilize methods like interviews or focus groups to gather subjective insights into stakeholders'
perceptions of the ICC's marketing initiatives.

Quantitative Research:

Use statistical analysis to measure and quantify the effectiveness of specific marketing strategies,
such as the impact on brand awareness, audience reach, or revenue generation.

44
 Why select this topic:

A. To Assess current ICC marketing strategies.

B. To Evaluate the effectiveness of existing marketing efforts.

C. To Identify strengths and weaknesses in the current approach.

D. To Explore innovative marketing approaches for ICC.

E. To Analyze the competitive marketing landscape.

F. To Understand consumer perceptions and preferences.

G. To Provide strategic recommendations for improvement. Wide range of career

opportunities

Jobs for which a sports management course can prepare you:

Sports marketer

Sports director

Sports club manager

Sports coach

Events coordinator

Contract negotiation manager

45
Sports club club director.

Hypothesis

ICC’s success lies in its strategic global expansion, fostering widespread cricket participation,
and hosting flagship events like the Cricket World Cup with massive viewership. Effective
governance, innovative marketing, and embracing technological advancements have solidified
cricket’s status as a major global sport under ICC’s leadership.

Scope of study :

Since the degree of accuracy is directly proportional to the sample size, so I had taken sample of
100 peoples. These 100 sample respondents belongs to different categories and are not
homogeneous .

Studying ICC sports marketing involves studying the strategic promotion and business aspects of
international cricket. This includes understanding how the ICC manages and markets its
tournaments, such as the Cricket World Cup, to a global audience. Students can explore
sponsorship, branding, digital marketing and event management in the context of cricket. The
scope extends to developing marketing strategies for ICC events, fostering partnerships and
capitalizing on cricket’s immense popularity to increase the sport and its global presence. This
industry provides opportunities to promote the growth and success of international cricket
through effective marketing practices.

Limitations of study:

46
● Challenges in obtaining proprietary information about ICC’s marketing strategies due to

confidentiality and restricted access.

● Dependence on publicly available information may limit the depth of insights and could

be subject to potential biases in reporting.

● Published materials may have inherent biases or be influenced by the perspective of the

author or the source, affecting the accuracy of your findings.

● The dynamic nature of the marketing landscape means that information might become

outdated quickly, impacting the relevance of your research.

● External events, market fluctuations, or global changes may influence ICC’s marketing

strategies, making it challenging to isolate the impact of specific variables.

● Extrapolating findings to broader conclusions may be limited, as ICC’s marketing

strategies could vary across regions, products, or time periods.

● ICC may adapt its marketing strategies over time, making it challenging to capture a

comprehensive snapshot of their approach at a specific point.

47
 ● Understanding the broader industry dynamics and competitive landscape is essential for a

comprehensive analysis, and overlooking this may limit the depth of your research.

Significance of study :

● Inform policymakers and regulatory bodies about the marketing dynamics within the

industry, influencing decisions related to advertising regulations and industry standards.

● Understand how ICC’s marketing strategies resonate with customers, contributing to a

better understanding of consumer behavior and preferences in the market.

● Offer guidance for businesses looking to develop or refine their marketing strategies

based on the lessons learned from ICC’s successful approaches.

Selection of the problem:

Selecting the problem for your research on the marketing strategy of the International Cricket
Council (ICC) involves identifying key challenges or areas of improvement. Consider factors
like changing viewer demographics, competition with other sports, or enhancing fan engagement
as potential research focuses. Analyze current literature and industry reports to ensure my chosen
problem aligns with the latest trends and issues in cricket marketing.

Sample size:

48
Since the degree of accuracy is directly proportional to the sample size, so I had taken sample of
100 peoples. These 100 sample respondents belongs to different categories and are not
homogeneous .

Determining the sample size for an International Cricket Council (ICC) marketing strategy study
depends on a number of factors, including the study design, methodology and desired level of
accuracy. Consider the size of the population of interest, statistical significance, and resources
available for data collection.

If research involves surveys or interviews, can use statistical formulas to calculate a

representative sample size based on population variation and the desired confidence level. .
Make sure your sample is diverse and reflects key ICC marketing stakeholders such as fans,
sponsors and broadcasters. The goal is a sample size that provides reliable data without being too
difficult to manage.

DATA COLLECTION :

Social Media Analytics:

Utilize social media monitoring tools to analyze the impact of ICC’s marketing campaigns on
platforms like Twitter, Facebook, or Instagram. Assess engagement, sentiment, and reach
metrics.

Website Analytics:

Analyze web traffic data for the ICC’s official website. Understand how users interact with the
site, which marketing content is most popular, and the effectiveness of online strategies.

Secondary Data:

Gather existing information from sources such as ICC reports, publications, official websites,
and industry analyses. This helps provide a foundational understanding of the organization’s
marketing history and strategies.

49
Chapter no3: Literature review

50
What A literature review?

A literature review is a critical examination and synthesis of existing scholarly literature,

research studies, and other relevant sources on a specific topic. It involves analyzing,
summarizing, and evaluating the existing knowledge and findings in a particular field of study.
The purpose of a literature review is to provide a comprehensive overview of the current state of
understanding on a given subject, identify gaps or inconsistencies in the existing literature, and
establish the context for new research. It serves as a foundation for framing research questions,
developing hypotheses, and informing the theoretical framework of a study. A well-conducted
literature review demonstrates the researcher’s familiarity with the existing literature and
contributes to the advancement of knowledge in the chosen area of inquiry.

In an era characterized by unprecedented global connectivity, the imperative of international

cooperation has emerged as the cornerstone of addressing multifaceted challenges and
cultivating a harmonious world order. Nations, once confined by geographical boundaries, are
now intricately linked through a tapestry of diplomatic ties, economic alliances, and shared
aspirations for progress. Beyond the economic sphere, collaborative efforts span diverse fields,
including scientific research, technological innovation, and cultural exchange. Trade agreements
not only bolster economic prosperity but also foster diplomatic ties that contribute to geopolitical
stability. Scientific collaboration transcends borders, propelling breakthroughs that benefit
humanity as a whole. The exchange of cultural insights not only enriches societies but also

51
fosters empathy and mutual understanding. Against the backdrop of pressing global issues like
climate change, public health crises, and socio-economic disparities, international collaboration
has evolved from being a strategic choice to an absolute necessity. In navigating this complex
web of global relationships, the instruments of diplomacy, cultural exchange, and collaborative
problem-solving stand as linchpins, influencing the contours of our shared destiny on the world
stage. As we embrace this interconnected reality, it is evident that our collective future hinges on
our ability to navigate and leverage the intricate dynamics of our global interdependence.

● Lord wolf house of lords

1february 2012

For the attention of the directors of the international cricket council (ICC) .

Present to the ICC this review on governance. The scope of this review as set out in Appendix
was agreed with the ICC’s in august 2011 & approved by the board in october 2011 reassured in
the intention was that this review would be a public report .

On February 1, 2012, Lord Woolf, a distinguished figure in the House of Lords, presented a
momentous review on governance to the esteemed directors of the International Cricket Council
(ICC). This endeavor was marked by a meticulous process, beginning in August 2011 when the
scope of the review, meticulously detailed in the provided Appendix, was collaboratively defined
with the ICC. The subsequent approval by the ICC board in October 2011 underscored their
commitment to embracing the principles of good governance, signaling the commencement of a
journey towards comprehensive reform. Notably, the decision to make this review a public report
exemplified a dedication to transparency, allowing stakeholders and the cricket community to
scrutinize and engage with the proposed changes. Within the realms of Lord Woolf’s discourse, a
visionary perspective emerged, emphasizing the paramount importance of positioning the ICC as

52
the unequivocal global leader in international cricket governance. The extensive review,
comprising 65 recommendations, served as a multifaceted blueprint for transformation. Lord
Woolf underscored the integral relationship between these recommendations, a well-defined
vision, and a strategic transition plan, all converging to ensure the ICC’s effective and influential
role on the global stage. Acknowledging the practical challenges inherent in implementing such a
substantial set of recommendations,

Lord Woolf’s review demonstrated a nuanced understanding of the complexities involved.

Despite this, there was a palpable confidence that the majority of the proposed changes could be
implemented within a relatively short time frame, signaling a commitment to swift adaptation to
the evolving dynamics of international cricket governance.

● Review of Sport Management

Karg, A., Filo, K., and Lock, D. (2015).

The writers then looked into how the rise of user-generated content on social media sites like
Facebook, Instagram, and Twitter has affected how people consume sports. The article’s findings
indicate that the emergence of social media platforms has brought about a shift in how people
consume sports. Fundamentally reshaped the entire sports consumption landscape. Karg, Filo,
and Lock meticulously navigated through a rich array of scholarly publications within the field
of sport management to distill insights into the multifaceted impact of social media on sports
consumption.

The research, rooted in a systematic analysis of the literature, sheds light on the profound
changes brought about by the rise of user-generated content on social media platforms. The trio
of authors explored how platforms like Facebook, Instagram, and Twitter have become pivotal
arenas for sports enthusiasts to share, discuss, and engage with content related to their favorite

53
teams and athletes. The shift from traditional forms of sports consumption to an era dominated
by user-generated content signifies a paradigmatic transformation.

The findings not only confirm the Influence of social media on altering consumer behavior but
also unravel the intricacies of this transformation. As fans increasingly become content creators,
the dynamics of the sports spectatorship experience have evolved, blurring the lines between
passive viewership and active participation. This evolution raises questions about the traditional
structures of sports consumption and prompts a reevaluation of the role of fans in shaping the
narrative and discourse surrounding sports events. Moreover, the article hints at the broader
implications for sports management in adapting to this changing landscape. The traditional
modes of fan engagement and marketing strategies may need recalibration to align with the
participatory nature facilitated by social media. This shift underscores the need for sports
organizations, teams, and marketers to embrace a more interactive and inclusive approach in
their strategies.

● Journal of Sport Management

Hur, Y., Ko, Y. and Valacich, J. (2007).

Hur, Ko, and Valacich (2007) undertook a significant investigation published in the Journal of
Sport Management, focusing on the development and testing of a conceptual model concerning
Internet usage motives and potential issues associated with online sports consumption. In their
pursuit to assess the sustainability of online sports viewing, the researchers crafted a model that
incorporated five primary motivations—namely advice, convenience, information, financial, and
social—counterbalanced by four distinct concerns, encompassing delivery, security, product
quality, and privacy.

A sample of 222 sports fans served as the subjects for testing the proposed model. Through a
thorough analysis, the researchers sought to delineate the motivations that steer individuals
toward engaging in online sports consumption and to identify any attendant consumer concerns
that might impede this behavior. The conceptual model’s application yielded valuable insights

54
into the dynamics of online sports consumption. The study’s findings underscored the influential
role of motivation in shaping consumer behavior in the online sports realm. Specifically, the
identified motivations were shown to positively impact the utilization of websites, particularly
those dedicated to sports streaming and consumption platforms. This nuanced understanding
contributes to the broader comprehension of the factors driving sustained engagement with
online sports content.

In conclusion, Hur, Ko, and Valacich’s research provides a well-founded exploration into the
motivations and concerns surrounding online sports consumption. By establishing a robust
conceptual model and substantiating it through empirical testing, the study enriches our
understanding of the intricate interplay between consumer motivations and concerns in the
evolving landscape of online sports viewing.

● European Journal of Sport

Management Palmer (2017), Asaad (2017), and Koenig-Lewis, N. (2017).

Examining the precursors of spectators’ value generation through sports events and spectator
interaction. The research. Leveraging PROCESS analysis and structural equation modeling, the
survey data were meticulously analyzed to discern the nuanced dynamics of attending a sporting
event compared to alternative sports consumption methods in terms of value generation for the
spectator.

The central objective of the research was to illuminate how the live experience of attending a
game in person translates into a heightened sense of value for the spectator, with a particular
focus on interactions and word-of-mouth phenomena. The adoption of the sport-value framework

55
and customer-dominant logic provided a robust theoretical foundation for the study, enabling a
nuanced exploration of the factors shaping spectators’ perceptions and experiences.

The study’s reliance on a sizable and relevant sample, consisting of individuals present at a
Premier League football match, bolstered the validity of its findings. The meticulous use of
advanced statistical techniques, such as PROCESS analysis and structural equation modeling,
underscored the rigor applied in examining the complex relationships between spectator
interactions, word-of-mouth behaviors, and the overall value derived from attending live sports
events.

IN alignment with the initial hypothesis, the study’s conclusive outcomes affirmed that the act of
watching a sporting event in person significantly enhances viewer satisfaction and happiness
with sports in general. This substantiates the enduring appeal and intrinsic value associated with
the live sports experience, emphasizing the unique and irreplaceable aspects of attending events
in person as opposed to alternative methods of sports consumption. Palmer, Asaad, and Koenig-
Lewis’s research, published in the European Journal of Sport Management, provides valuable
insights into the multifaceted dimensions of spectators’ value generation through live sports
events. By intertwining theoretical frameworks, empirical data, and advanced analytical tools,
the study contributes meaningfully to the understanding of the nuanced factors influencing
spectator experiences and the distinctive value attributed to attending sporting events in person.

● “Hoeber and Kerwin’s (2013)

Article investigates the experiences of female sports fans, particularly focusing on the
marginalization they encounter due to not adhering to traditional motives and masculine
behaviors associated with sports fandom. The researchers opted for a collaborative self-
ethnography approach, engaging in critical reflection on their own experiences as female sports
consumers.

The study’s main findings shed light on the researchers’ personal encounters with
marginalization, where they felt like ‘outsiders’ in the sports community. They often found
themselves excluded or ignored in sports-related discussions. An unexpected revelation emerged

56
as the researchers acknowledged their own tendency to judge the authenticity of other female
sports fans. This involved assumptions about less legitimate motives, such as socialization or
attraction to male players. The article emphasizes a notable absence of a formal definition for
sports fans, contributing to the tendency to label females as ‘inauthentic.’ This stems from their
failure to replicate traditional male characteristics associated with intense passion and in-depth
knowledge of the sport. The researchers conclude that the lack of a clear definition perpetuates
gender-based distinctions in sports fandom, reinforcing stereotypical expectations and judgments
towards female fans.”

Hoeber and Kerwin’s (2013) insightful article delves into the intricate experiences of female
sports fans, offering a nuanced examination of the challenges they confront in a traditionally
male-dominated realm. Adopting a collaborative self-ethnography approach, the researchers
engage in critical self-reflection, unraveling their own encounters as female sports enthusiasts.

The study underscores the pervasive issue of marginalization faced by these women, particularly
when their preferences deviate from established norms and masculine behaviors associated with
sports fandom. One intriguing revelation that emerges from their self-reflection is the
acknowledgment of their own predisposition to judge the authenticity of fellow female sports
fans. This tendency involves making assumptions about motives deemed less legitimate, such as
socialization or attraction to male players. This self-awareness adds depth to the study,
highlighting the complex dynamics within the community of female sports consumers.

● Dr. Peter Rohlmann

Furthermore, Dr. Rohlmann’s impact extends to his involvement in request exploration and
abstract introductory principles, demonstrating his dedication to pushing the boundaries of
knowledge in sports marketing. His commitment to a scientific approach has not only elevated
the industry’s understanding but has also paved the way for innovative strategies and practices.

57
Dr. Rohlmann’s advisory role is noteworthy, as he provides valuable insights to clubs, outfits,
and guarantors, contributing to the overall growth and success of entities within the sports
business. His extensive experience and strategic vision make him a sought-after figure for those
seeking guidance in navigating the dynamic landscape of sports marketing.

The creation of a fan composition index for the German Bundesliga showcases Dr. Rohlmann’s
forward-thinking approach to fan engagement, emphasizing the importance of understanding and
connecting with the audience. Additionally, the football fan cost indicator reflects his dedication
to bringing transparency and analytical tools to evaluate the economic aspects of fandom.

In addition to his practical contributions, Dr. Rohlmann’s continuous involvement in publishing

reflects a commitment to sharing knowledge and insights with a broader audience. His lectures at
universities contribute to the academic discourse, ensuring that the evolving field of sports
marketing is enriched with both practical wisdom and theoretical foundations.

In conclusion, Dr. Peter Rohlmann’s multifaceted contributions, ranging from practical

applications to academic endeavors, underscore his profound influence on sports marketing. His
legacy as a pioneer in adopting abstract and scientific approaches, coupled with his commitment
to education and advisory roles, solidifies his position as a transformative figure shaping the
trajectory of sports marketing.

● Categorization of suckers on the base of Multidimensional Typologies:

Holt( 1995)

”.Holt’s (1995) exploration of Chicago Cub baseball fans involves a meticulous examination of
the intricate dimensions that shape fan behavior. By focusing on the interplay between personal

58
experiences and emotional attachments, the study illuminates the ways in which these factors
influence both hedonic and utilitarian actions. The analysis of the platoon’s identity intersecting
with individual fan identities adds a layer of complexity, providing a nuanced understanding of
how fans express their connections with their favorite teams within the broader societal context.
Additionally, the investigation into the extent of enjoyment derived from the sports experience
contributes to a more comprehensive comprehension of fan engagement.

McDonald and Milne’s (1997) methodology introduces a strategic lens to fan categorization. The
incorporation of criteria such as lifetime value and commitment levels enables the creation of
distinct fan segments. The recommendation to prioritize fans with high continuance value and
commitment underscores the practical implications for sports marketers, offering a strategic
roadmap for tailoring marketing efforts to different fan groups based on their demonstrated
levels of loyalty.

Smith and Stewart’s (1999) contribution expands the typological landscape by proposing five
sub-categories based on the actions of Australian sports fans. From the passionately committed
“passionate partisans” to the more conditional support of “titlist followers” and “reclusive
partisans,” this classification system captures the diverse spectrum of fan behaviors.

Mahony et al.’s (2000) categorization introduces a taxonomy that goes beyond mere behavioral
aspects, delving into the realms of piety and devotion. The distinctions between “truly pious,”
“spuriously pious,” “latently pious,” and “lowly pious” fans offer a deeper insight into the
varying degrees of commitment and emotional investment among sports enthusiasts. This
nuanced approach enriches the overall comprehension of fan dynamics, acknowledging the
multifaceted nature of fan relationships with their favorite teams.

● Branding in women’s sports :

Isabell Mills, PhD

59
Isabell Mills, PhD, holds the position of assistant professor of sport operation at the University of
Indianapolis, with a research focus on sport and fitness branding. In her study, she undertakes a
meticulous exploration of the existing literature, specifically addressing the gaps within the
realm of branding as it pertains to women’s sports.

The review, encompassing insights from 11 papers sourced from sport operation and business
journals, systematically investigates various dimensions of branding in the context of women’s
sports. The exploration extends to individual branding, team or platoon branding, and the
intricate dynamics of media content. This comprehensive approach allows for a nuanced
understanding of how branding manifests in diverse aspects of women’s sports, shedding light on
the unique challenges and opportunities within this domain.

Beyond merely identifying gaps, the study takes a practical turn by delving into the practical
implications arising from the existing body of literature. This adds a layer of applicability to the
research, offering insights that could be valuable for stakeholders involved in the branding of
women’s sports, including sports marketers, teams, and media outlets.

Furthermore, Isabell Mills’ review goes beyond the current state of knowledge by highlighting
avenues for potential future exploration. The mention of an abstract model indicates a forward-
looking perspective, suggesting a need for a theoretical framework that could further enhance our
understanding of branding in women’s sports. This forward-thinking approach underscores the
scholarly contribution of the study, not only addressing current gaps but also inspiring and
guiding future research endeavors.

● According to Nielsen,

60
The Nielsen data revealing an 84% interest in women’s sports among sports enthusiasts
underscores a burgeoning enthusiasm that cannot be ignored. Noteworthy achievements, such as
the WNBA’s 19th season boasting an average attendance exceeding 7,000—surpassing the
NBA’s comparable milestone—highlight a shift in dynamics within the sports landscape
(Griffin, 2016). Equally significant is the viewership triumph of the 2018 NCAA Women’s
Basketball Championship game, which became the most-watched basketball game on ESPN
since the NBA playoffs (“Women’s title game,” 2018). Despite these milestones, the concerning
fact remains that only 2-3% of network and cable TV sports content is dedicated to women’s
sports, emphasizing an apparent disparity in media representation (Fink, 2015). Moreover, the
meager 0.4% allocation of total sport sponsorships to women’s sports between 2011 and 2013
suggests an unexplored market potential (Rogers, 2018).

Amidst these revelations, the untapped demand for women’s sports presents a compelling
opportunity from both an observer and consumer standpoint, especially considering the
purchasing power of women (Fink, 2015). To leverage this potential and confront the prevailing
gender bias in sports media coverage and sponsorship, businesses need to adopt strategic brand
operation strategies.

The competitive nature of the service brand Industry, particularly in women’s sports, necessitates
a comprehensive understanding of branding dynamics. As women’s sports brands contend with
their male-dominated counterparts, imprinting—creating a distinct and memorable brand image
—becomes pivotal. This is not merely about enhancing visibility but about building enduring
brand equity that resonates with diverse audiences.

The current study takes on the challenge of shedding light on Imprinting in women’s sports
through a comprehensive literature review. By establishing this groundwork, the research sets the
stage for a proposed abstract model. This model aims to serve as a guiding framework for
businesses and sports entities, offering strategic insights into developing brand awareness and
equity in the realm of women’s sports. In doing so, the study not only addresses the existing gap
in the consumption of women’s sports content but also provides a roadmap for future empirical
investigations, fostering a deeper understanding of how businesses can effectively engage with
this burgeoning market segment. In essence, the research endeavors to transcend the statistic

61
Cal insights and dive into the intricacies of women’s sports branding. It seeks not only to
uncover the challenges but also to offer actionable strategies, ultimately contributing to a more
equitable and inclusive sports landscape.

“Sports Marketing: A Strategic Perspective”

62
Matthew D Shank, Mark R Lyberger Routledge, 2014

solidifies its position as a cornerstone resource for anyone navigating the intricate landscape of
sports marketing. Shank and Lyberger masterfully blend theoretical insights with practical
applications, making it an invaluable asset for students, educators, and industry professionals
alike.

The book’s strategic approach not only demystifies the complexities of sports marketing but also
emphasizes the importance of meticulous planning and execution. The seamless integration of
diverse topics, from consumer behavior to e-marketing, reflects a holistic understanding of the
multifaceted nature of the sports business. Real-world case studies breathe life into the
theoretical frameworks presented, offering readers a glimpse into the dynamic and often
unpredictable real-world scenarios encountered by sports marketers. The inclusion of
biographies of key industry figures not only adds a human touch but also provides inspirational
narratives for those aspiring to make their mark in the field.

The thoughtfully crafted review exercises within each chapter serve as more than just
assessments; they are invitations for critical reflection.

The companion website enhances the book’s utility by offering instructors and students a wealth
of supplementary materials. The instructors’ guide, test bank, presentation slides, and carefully
curated weblinks transform the learning experience into a dynamic and interactive journey.

“Sports Marketing: A Strategic Perspective” goes beyond being a textbook; it’s a comprehensive
guide that equips readers with the knowledge and tools needed to thrive in the ever-evolving
sports marketing arena. Whether you’re a student embarking on a sports marketing course or a
seasoned professional seeking to refine your strategies, this edition stands as an indispensable
resource that navigates the intersection of theory and practice with finesse.

Internet and Social Media Strategy in Sports Marketing.

63
Christopher P Holland

ECIS, 2015

Christopher P. Holland’s groundbreaking 2015 case study, “Internet and Social Media Strategy
in Sports Marketing,” offers an in-depth analysis of the profound transformation induced by the
Internet and social media in the realm of sports marketing. The traditional revenue stronghold of
elite sports teams, leagues, and federations, namely television broadcasting, is undergoing a
paradigm shift due to the emergence of the Internet, opening up new avenues for the distribution
and consumption of sporting events. The study delves Into the pivotal role played by social
media in reshaping communication dynamics among fans, athletes, teams, and sponsors.
Acknowledging the significant impact of mobile technology, the research highlights how it is
altering the landscape of how fans engage with sports content, both in general and within the
context of live events. This shift not only presents a myriad of strategic challenges but also
unveils unprecedented opportunities for innovative approaches to sports marketing.

Within the case study, Holland introduces and expounds upon various frameworks and ideas.
The sports ecosystem model is presented, shedding light on the intricate interplay of various
elements within the sports marketing landscape. Event-driven marketing and star marketing
concepts are explored, offering nuanced perspectives on leveraging specific occasions and
personalities for strategic advantage. Additionally, the study delves into the international
differences in sports viewing, recognizing the diverse global contexts within which sports
marketing strategies must be tailored.

This research is anchored in real-world data, drawing from reputable sources such as ComScore,
individual sports organizations, and the author’s personal research endeavors. By grounding the
study in tangible data, Holland strengthens the applicability and relevance of the proposed
frameworks and ideas to the dynamic sports marketing environment. A standout feature of the
case study is the formulation of a strategic framework for the development of a social media
strategy. This not only provides a comprehensive tool for assessing the current standing of a
sports organization but also serves as a guide for the strategic formulation of social media plans.
The inclusion of a series of probing questions adds a practical dimension to the study,

64
encouraging structured discussions around the strategic and technological challenges faced by
commercial directors of major sports teams.

Holland’s research not only captures the current state of sports marketing in the digital age but
also equips industry professionals with actionable insights and frameworks to navigate the
evolving landscape effectively. As the sports marketing arena continues to evolve, this case
study stands as a valuable resource for understanding and capitalizing on the strategic
possibilities presented by the Internet and social media.

STRATEGIC SPORTS MARKETING:

65
Tugrik GÜNAY, Badr IJJAALI

International Research in Social, Human and Administrative Sciences XIV, 7, 2023

The study titled “Strategic Sports Marketing: A Literature Review” by Toprol GÜNAY and Bad
IJJAALI, published in the International Research in Social, Human and Administrative Sciences
XIV in 2023, delves into the pivotal role of sports marketers, shedding light on their historical
responsibility of ensuring event attendance and fan satisfaction. The focus traditionally has been
on aligning sports results with ticket sales, as outlined by Sports Marketing Surveys and
emphasized by Wakefield in 2007. The study underscores the fundamental purpose of marketing,
emphasizing consumer satisfaction by understanding and delivering what they desire. This
involves providing tangible or intangible goods at specific times and locations, adhering to fair
pricing, and executing services with a high-performance quality that meets client expectations.
Notably, the research highlights the significant growth of sports-related industries in China over
the past five years, reaching notable Indices. The exploration of strategic sports marketing in this
literature review contributes valuable insights into the dynamic landscape of the sports industry.

Marketing Strategies to developing the Iranian sports industry

66
Arezoo Ganjkhanloo, Zhaleh Memari, Mohammad Khabiri

The research paper "Strategic Sports Marketing: A Literature Review" by Tugrik GÜNAY and
Badr IJJAALI presents a thorough examination of the evolving landscape of sports marketing.
Emphasizing the historical role of sports marketers in managing event attendance and ensuring
fan satisfaction, the study recognizes the traditional focus on aligning sports outcomes with ticket
sales. This alignment is crucial for meeting viewer expectations, as outlined by Sports Marketing
Surveys and supported by Wakefield’s insights in 2007. The fundamental purpose and vision of
marketing, to cater to consumer needs and desires profitably, are highlighted. The essence of
delivering goods, whether tangible or intangible, at specified locations and times with fair
pricing and high-quality service, underscores the core tenets of sports marketing.

Furthermore, the research sheds light on the exponential growth of sports-related industries in
China over the past five years, reaching noteworthy indices. This growth underscores the global
significance of sports as a thriving sector, contributing to economic and cultural developments.
The study implicitly suggests the need for strategic approaches in sports marketing to capitalize
on this growth and navigate the complexities of the industry.

In a related article, “Marketing Strategies to Developing the Iranian Sports Industry” by Arezoo
Ganjkhanloo, Zhaleh Memari, and Mohammad Khabiri, published in the Sports Business Journal
in 2021, a targeted examination of the Iranian sports industry is conducted. The research employs
IFE and EFE analysis to determine the industry’s strategic position. The methodology involves a
sample of 18 expert faculty members who contribute insights through questionnaires and closed
interviews. This research not only contributes to the academic discourse but also presents
practical solutions for industry stakeholders to navigate challenges and capitalize on
opportunities for growth and sustainability.

Together, these studies underscore the dynamic nature of sports marketing on both a global and
regional scale, providing valuable insights for academics, industry professionals, and
policymakers alike

67
 ICC events Responses

ICC T20 world cup 59

Cricket world cup 11

Champions trophy 4

All of the above 26

Chapter no-4: Data interpretation & presentation

Which of the following ICC events are you familiar with ?

68
As per the data collection

• 55.9 % peoples opinion is for increase cricket visibility by playing celebrity

cricket leagues.
• 12.6 % peoples opinion for increase cricket visibility by cricket themes
entertainment.
• 24.3 % ICC collaborates with popular culture by allowing options

Do you actively engage with ICC’s content on social media platform ?

Engagement with ICC on social media Responses

Yes 84

No 16
69
As per the data collection ICC’s content area on social media platform :

• 83.8% peoples are actively engaged with ICC content on social

media platform.
• 16.2% peoples are not engaged with ICC social media platform.

How would you rate the relevance and quality of content provided by ICC ?

70
 Quality content provide by ICC Responses

Very satisfied 67

Satisfied 22

Neutral 9

Dissatisfied 2

As per the data collection

I am collecting feedback from peoples for rating the quality content provided by
ICC.

• There are 67.6% peoples are very satisfied with relevance &
quality content provided by ICC .

71
 • 21.6 % peoples are satisfied ,
• 9 % peoples are select the option neutral .

Do you believe the ICC takes customer feedback into consideration for
ICC take customer Responses improving events and
services ? feedback

Yes 93

No 7

As per the data collection This pie-chart is showing that customer feedback into
consideration for improving its event & services .

72
 • 92.8 % peoples are select the option yes &
• 7.2 % peoples are select the option no for events and services.

Integration of marketing Responses

strategy International the your
opinion , how well does
Excellent 66
the ICC integrate it’s
Good 23 marketing strategy
across Fair 6 different platforms (tv,
online, social media)
Poor 5

73
As per the data collection This pie-chart is showing that how well does the ICC
integrate it’s marketing strategy across different platforms ( television , online ,
social media ) .

• In this pie-chart 65.8 % select excellent

• 24.3 % select good ,
• Some people choose fair and poor integration in this pie-chart .

Has the ICC maintained consistent branding across its various events and
campaigns?

Maintain branding events Respons

& campaigns es

Yes 93

No 7

74
As per the data collection the question is has the ICC maintain consistent branding
marketing strategy across its events & campaigns.

• 92.8 % select the option yes &

• 7.2 % peoples are select option No according to this peoples ICC

does not maintain branding it’s various events and campaigns .

In opinion, are the ICC’s marketing campaigns effective in reaching and

resonating with the target audience?

75
 ICC marketing reaching Responses
with audience

Yes 91

No 9

As per the data collection in this pie-chart showing that peoples opinion for the
ICC’s marketing campaign effective in reaching with the target audience .

• 91 % peoples opinion for ICCs marketing campaigns is yes &

• 9 % peoples opinion is no.

76
Are you satisfied with your overall experience as a cricket fan following ICC
events ?

Satisfaction with ICC events Responses

Yes 93

No 7

As per the data collection I am collecting the peoples response for they satisfied or
not satisfied with their overall experience as a cricket fan following ICC events .

• 92.8 % peoples are select yes they are satisfied with their overall
experience of ICC .

77
 • 7.2 % peoples select No they are not satisfied with overall
experience of ICC .

Which type of content do you find most engaging on ICC’S social media
platform ?

Content of social media Responses

platforms

Highlight reels 68

Behind the scenes footage 19

Player interview 10

Interactive polls 3

78
As per the data collection 67.6 % peoples are engaging on ICCs social media
platform by highlighting the reels .Highlighting reels on instagram most engaging
on ICC’s media platform.

18.9 % peoples are engaging with ICC by behind the scenes footage .

9.9 % peoples are engaging with ICC by players interview .

How would you describe the ICC brand image in the context of international
cricket ?

ICC brand image in international Responses

cricket

Innovative and modern 76

Traditional and timeless 14

Inclusive and diverse 7

Other 3

79
As per the data collection 75.7 % peoples described the ICC brand by innovative &
modern .

• 14.4 % peoples are described the ICC brand image by traditional

and time less.
• Some peoples are described the ICC brand image by inclusive and
diverse and other

Which digital platforms do you find most effective for the ICC sports

marketing strategy ?

Digital platforms for Responses

ICC marketing strategy

Facebook 22

Twitter 8

Instagram 61
80
YouTube 8
As per the data collection

• The major 61.3 % peoples are choosing instagram for find most
effective for the ICC marketing strategy .
• 22.5 % peoples select face book for finding ICC’S sports
marketing strategy .
• 8.1 % peoples are select twitter for ICC’S sports marketing
strategy .
• 8.7 % peoples are fund ICC’S sports marketing strategy by
YouTube.

81
Which marketing channels do you find most effective in delivering ICCs
related content ?
Effective delivering
channels for ICC Responses

Television 67

Social media 17

Official website 10

Mobile apps 6

As per the data collection

• 66.7 % peoples select television for the marketing channels id

effective in delivering ICCs related content .
• 17.1 % peoples select social media for most effective marketing
channels.
• 9.9 % peoples use official website for most effective marketing
channel.

82
 6.3 % peoples are used mobiles apps for ICC’S marketing channel .

What is the overarching of the ICC’S current marketing strategy ?

Goal of ICC marketing strategy Responses

Increase global viewership 72

Enhance brand recognition 12

Foster fan engagement 14

Other 2

• 72.1 % responses for increase global viewership.

• 14.4 % goal of ICC marketing is foster fan engagement.
83
 • 11.7 % ICC’S current marketing strategy is enhance brand
recognition

Did the recent ICC cricket event meet your expectations in terms of
entertainment and excitement ?

ICC events meets your Responses

expectations

Yes 91

No 9

As per the data collection

• 91 % peoples expectations of entertainment and excitement is

satisfied.

84
 • 9 % peoples entertainment and excitement from ICC cricket event
is not satisfied .

Rating for ICC events Responses

Please rate your satisfaction with
Very satisfied 68
ICC recent ICC cricket event you
attended or Satisfied 19 followed.
Neutral 10

Dissatisfied 3

85
As per the data collection I am collecting the rates of satisfaction of recent cricket
event .

• 68.5 % peoples are very satisfied .

• 18.9 % peoples are satisfied .
• 9.9 % peoples are neutral .

On a scale from 1 to 5, how would you rate your level of engagement with ICC digital
content ( videos, articles, social media) during cricket events ?

86
 Engagement with ICC digital Responses
content

1 ( very low engagement ) 5

2 ( low engagement ) 6

3 ( moderate engagement ) 19

4 ( high engagement ) 17

5 ( very high engagement ) 53

As per the data collection

• 53.2 % peoples are ( very high engagement ) with ICC’S digital

content .
• 17.1 % peoples are ( high engagement ) with ICC digital content .

87
 • 18.9 % peoples are ( moderate engagement ) with ICC digital
content .

How does the ICC promotes and sell official fan merchandise ?

ICC selling fan merchandise Responses

Exclusive partnership with retail chains 61

Online store on the official website 24

Limited availability at select stadium 8

Allowing third party vendors to sell 7

merchandise

As per the data collection

• 61.3 % ICC promotes official merchandise by exclusive

partnership with retail chains .

88
 • 24.3 % ICC promotes their merchandise by online store on official
website .
• 6.3 % ICC promotes their merchandise by allowing third party
vendors to sell merchandise .

How does the ICC collaborate with popular culture to increase cricket’s
visibility ?

Popular culture for increase cricket Responses

visibility

A celebrity cricket leagues 56

Cricket themes entertainment shows 13

Music collaborations 7

All of the above 24

As per the data collection

89
• 55.9 % peoples opinion is for increase cricket visibility by playing
celebrity cricket leagues.
• 12.6 % peoples opinion for increase cricket visibility by cricket
themes entertainment .
• 24.3 % ICC collaborates with popular culture by allowing options .

Chapter -5: conclusion & Suggestion

90
Conclusion :

The International Cricket Council (ICC) has strategically positioned itself as the global
governing body for cricket, orchestrating marketing initiatives that transcend geographical
boundaries. Emphasizing the significance of flagship events like the Cricket World Cup, the ICC
has employed robust branding strategies, forging partnerships and sponsorships to elevate the
sport’s profile on a worldwide scale. In an era of digital dominance, the ICC’s online presence
has likely played a pivotal role, leveraging social media platforms and digital technologies to
engage a diverse and widespread audience. The global success of cricket hinges on not only the
prowess of players but also the ICC’s adeptness in fostering international collaboration, fan
engagement, and a compelling narrative that resonates with enthusiasts across continents.

The International Cricket Council (ICC) stands as the pinnacle of global cricket governance,
overseeing the sport’s intricate web of international competitions, regulations, and development
programs. Formed in 1909, the ICC has evolved into a dynamic organization, fostering cricket’s
growth beyond its traditional strongholds. At the heart of its operations lies a commitment to
promoting the spirit of the game and ensuring fair play on a worldwide scale.

Central to the ICC’s international endeavors is the Cricket World Cup, a quadrennial spectacle
that serves as a marketing juggernaut, drawing attention from cricket aficionados and casual
viewers alike. The ICC’s strategic approach involves meticulous tournament planning,
encompassing innovative branding, media partnerships, and fan engagement initiatives.

91
In the contemporary landscape, the ICC has embraced the digital era, leveraging technology to
enhance the global cricket experience. From live streaming matches to interactive fan platforms,
the ICC’s digital footprint is a testament to its efforts to connect with diverse audiences
worldwide.

Crucially, the ICC’s international influence extends beyond the playing field. The organization
actively collaborates with national cricket boards, striving to elevate the standard of the game
globally. Development programs, coaching initiatives, and support for emerging cricket nations
underscore the ICC’s commitment to nurturing the sport’s growth on an international scale.

In navigating the intricate realm of international cricket, the ICC’s role is akin to that of a
conductor orchestrating a symphony, harmonizing the diverse elements of cricketing nations into
a cohesive and globally resonant melody.

Delving further into the intricacies of the International Cricket Council’s (ICC) international
role, it operates as a unifying force for the cricketing world. The ICC’s governance structure
reflects its commitment to inclusivity, with full member nations, associate members, and affiliate
members contributing to a diverse tapestry of cricketing cultures.

A cornerstone of the ICC’s influence lies in the formulation and implementation of playing
regulations, ensuring consistency and fairness across international matches. The Decision
Review System (DRS) is one such example, illustrating the ICC’s dedication to enhancing the
accuracy of on-field decisions globally.

Moreover, the ICC champions the cause of women’s cricket, steering the growth and recognition
of the women’s game on the global stage. Events like the ICC Women’s T20 World Cup
showcase the organization’s dedication to gender equality in cricket.

92
In the realm of anti-corruption and integrity, the ICC plays a vital role. Collaborating with
member nations, it institutes measures to uphold the sanctity of the sport, reinforcing the values
that underpin cricket’s international appeal.

The ICC’s development programs extend beyond the elite level, reaching grassroots cricket in
emerging nations. Through financial assistance, infrastructure development, and coaching
initiatives, the ICC fosters a pipeline for talent, ensuring cricket’s roots penetrate deep into
diverse corners of the world.

As cricket continues to evolve, the ICC’s role as a custodian of the sport’s global identity
becomes increasingly complex. It navigates the challenges of balancing tradition with
innovation, striving to make cricket not just a sport but a truly global phenomenon that resonates
with a myriad of cultures and community.

93
Suggestions:

o Create interactive campaigns, quizzes, and polls to increase engagement.

o Explore partnerships with influencers and cricket legends to enhance reach.

o Invest in a user-friendly, feature-rich official website and mobile app.

o Offer exclusive content, live streaming, and behind-the-scenes access to attract a

broader audience.

o Implement virtual and augmented reality experiences for a more immersive fan
engagement.

o Develop compelling and consistent branding for ICC events.

o Use storytelling to build narratives around tournaments and teams, creating

emotional connections with fans.

o Emphasize inclusivity by promoting women’s cricket on par with men’s cricket.

o Highlight diverse cultures and players to appeal to a global audience.

o Form strategic partnerships with global brands to enhance the ICC’s visibility.

94
Bibliography :

https://www.studocu.com

https://en.m.wikipedia.org

https://.icc-cricket.com

Https://entertainment.m.wikipedia.org

Https://iccarchive.com

Https://www.britannica.com

Https://www.researchgate.net

Https://www.streetdirectory.com

Https://www.convesant.com

95
https://www.scribd.com

https://internationalcricket.fandom.com

Appendix :

1.Which of the following ICC events are you familiar with?

⮚ ICC T20 World Cup

⮚ Cricket world cup

⮚ Champions trophy

⮚ All of the above

2. Would you be interested in attending live ICC cricket events in the future?

⮚ Yes

⮚ No

⮚ Maybe

3. Do you actively engage with ICC’s content on social media platforms?

96
 ⮚ Yes

⮚ No

4. How would you rate the relevance and quality of the content provided by the ICC?

⮚ Very satisfied

⮚ Satisfied

⮚ Neutral

⮚ Dissatisfied

5. Do you believe the ICC takes customer feedback into consideration for improving its events
and services?

⮚ Yes

⮚ No

6. In your opinion, how well does the ICC integrate its marketing strategy across different
platforms (TV, online, social media)?

⮚ Excellent

97
 ⮚ Good

⮚ Fair

⮚ Poor

7. Has the ICC maintained consistent branding across its various events and campaigns?

⮚ Yes

⮚ No

8. In your opinion, are the ICC’s marketing campaigns effective in reaching and resonating with
the target audience?

⮚ Yes

⮚ No

9. Are you satisfied with your overall experience as a cricket fan following ICC events?

⮚ Yes

⮚ No

98
10. Which type of content do you find most engaging on ICC’s social media platforms?

⮚ Highlight reels

⮚ Behind the scenes footage

⮚ Player interviews

⮚ Interactive polls

11. How would you describe the ICC’s brand image in the context of international cricket?

⮚ Innovative and modern

⮚ Traditional and timeless

⮚ Inclusive and diverse

⮚ Other

12. Which digital platforms do you find most effective for the ICC’s sports marketing strategy?

99
 ⮚ Facebook

⮚ Twitter

⮚ Instagram

⮚ YouTube

13. Which marketing channels do you find most effective in delivering ICC-related content?

⮚ Television

⮚ Social media

⮚ Official website

⮚ Mobile apps

14.What is the overarching goal of the ICC’s current marketing strategy?

⮚ Increase global viewership

⮚ Enhance brand recognition

⮚ Foster fan engagement

⮚ Other

100
15. Did the recent ICC cricket event meet your expectations in terms of entertainment and
excitement?

⮚ Yes

⮚ No

16. Please rate your satisfaction with the recent ICC cricket event you attended or followed.

⮚ Very satisfied

⮚ Satisfied

⮚ Neutral

⮚ Dissatisfied

17. On a scale from 1 to 5, how would you rate your level of engagement with ICC’s digital
content (videos, articles, social media) during cricket events?

⮚ 1 ( very low engagement )

⮚ 2 ( low engagement)

⮚ 3 ( moderate engagement )

101
 ⮚ 4 ( high engagement )

⮚ 5 ( very high engagement )

18. How does the ICC promote and sell official fan merchandise?

⮚ Exclusive partnership with retail chains

⮚ Online store on the official website

⮚ Limited availability at select stadium

⮚ Allowing third party vendors to sell merchandise

19. How does the ICC collaborate with popular culture to increase cricket’s visibility?

⮚ Celebrity cricket leagues

⮚ Cricket themes entertainment shows

⮚ Music collaborations

⮚ All of the above

102
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