Marketing Strategy of Cricket, Essay Example

Because of the popularity of playing Cricket has in many countries increased my target audience for the purposes of this marketing campaign are American sports lovers. The desire is to promote Cricket in the American world and get the American sports lovers to enjoy a non-traditional game in the way they enjoy games such as football and baseball. This will be accomplished through education and marketing schemes.  I will not generalize and choose a specific target audience rather choose to expose the entire United States sports lovers to the game of Cricket with hopes that a ‘niche’ area will choose itself eventually in order to appreciate the game. The creative design and message to sports lovers is to familiarize them with the history of Cricket, the play of Cricket, the benefits of exercise of the game, the competitive edge Cricket has to offer as well as the earning potential as a professional player. This message addresses the client’s goals by communicating the objectives with the US audiences which will hopefully promote the game within the states and make Cricket a fun and profitable game for everyone to enjoy. By profitable I mean that Cricket could become a professional sport in America.

History of Cricket in America

“Cricket has been played seriously for over 200 years. One of the earliest mentions of cricket played in the American colonies appears to have been made by William Stephens, a planter living in Georgia.”(Marder & Cole, 2009).  “In 1737 he reported, “Many of our townsmen, freeholders, inmates and servants were assembled in the principal square at cricket and divers other athletick sports.”(Marder & Cole, 209).  “The American Revolution directed a great deal of interest in all matters English, one of the victims being the game of cricket. There was much encouragement of the game amongst the younger generations in those days.  Even after the Revolution, the question of a name for the chief executive officer of the newly formed United States was brought up and John Adams remarked that “there are Presidents of fire companies and cricket clubs”.[1](Marder & Cole, 2009).

The Game of Cricket

The captains of both teams and the umpires begin with the toss of a coin to determine who will yield the ‘willow’ ball of the game. The objective of the game is to get all players out with the least possible score. To win a team must get all players out and score more than the other players. This sounds similar to baseball doesn’t it? “There are two sets of three sticks at each end of the pitch called wickets. The most common way to get batsmen out is to bowl them out. Stomping them out is another way to get them out. This is accomplished by the ball either stinking the wicket or a batmen fielding a member of the opposite team.” [2](“Welcome to the World of Cricket@Itt”).

Similarities to Baseball

Some of the striking similarities the game of cricket shows to American baseball are that one team bats while the other team plays the field, both teams aim to score runs, the desire is to get the other team out and runners are called safe or out. “Other than these mentioned there are not much more similar that can help to market the Cricket game as being similar because runs are difficult to score, batters are hard to get out, in cricket you must hit the ball and there is no penalty for a swing and a miss, there is no foul territory in cricket and bowlers can bowl the ball as high and wide as they like.” Therefore with this in mind the means for marketing will be addressed through other means other than showing a similarity to baseball. [3](Mar, 2009).

Athletic Benefits of Cricket

In order to be successful in the game of Cricket an athlete must possess high endurance and stamina, balance and coordination and good eye and hand coordination. If he/she does not when he begins the game he/she will certainly develop these through determined practise of the sport. There is a lot of sprinting involved with the play of the game which supports good cardiovascular exercise for an athlete.

Competitive Edge of Cricket

Cricket is a team sport and promotes harmony and unity amongst the players. There is a competitive edge with any sporting event that accompanies such rigorous play and demands such versatile play and team spirit.

Professional Sport of Cricket

The Professional Cricketer’s Association and Pro Cricket are two professional leagues that govern professional Cricket players abroad and in the states. In order to be elite and competitive and attract spectators and high salaries advertising and marketing schemes must be accomplished. The incorporation of international matches with selective focus on high rated teams is a first step towards attracting the USA crowd. Web marketing is currently used but is as successful as desired. Radio station and television marketing efforts might be more successful tools to effectively market Cricket in the states. Consulting firms might be considered to effectively communicate Cricket messages to the public.

Works Cited

[1] Marder J. & Cole A. (2009) Cricket in the USA Retrieved on September 11, 2009 from, http://www.cricinfo.com/usa/content/current/story/261614.html

[1] Welcome to the World of Cricket@ITT Retrieved September 11, 2009 from, http://www.iit.edu/~iitcc/game.htm

[1] Mar D. (2009) Is Cricket Like Baseball? Retrieved September 11, 2009 from, http://www.dangermouse.net/cricket/baseball.html

[1] Marder J. & Cole A. (2009) Cricket in the USA Retrieved on September 11, 2009 from, http://www.cricinfo.com/usa/content/current/story/261614.html

[2] Welcome to the World of Cricket@ITT Retrieved September 11, 2009 from, http://www.iit.edu/~iitcc/game.htm

[3] Mar D. (2009) Is Cricket Like Baseball? Retrieved September 11, 2009 from, http://www.dangermouse.net/cricket/baseball.html