Sanjog Gupta, the CEO of the International Cricket Council (ICC), has stated that the era of “randomly” scheduled bilateral series must conclude. He argues that countries cannot sustain cricket without appropriate context, culture, competition, and competitiveness, which demand substantial financial and non-financial investment. Gupta, who joined the ICC in July last year, believes that the One Day International (ODI) format can continue to thrive, with its future closely tied to the men’s and women’s ICC Cricket World Cups.
Gupta emphasised the necessity for cricket to concentrate on growth, issuing a warning that “if you’re not growing, you’re dying” in a world where attention is fragmented. He suggested that Test cricket, despite its prestige, requires reinvention to appeal to contemporary audiences, drawing comparisons to events such as Wimbledon in tennis and The Masters in golf. The ICC CEO highlighted the success of the World Test Championship in providing additional context to the longest format of the game. He also stressed the importance of optimal scheduling and marketing support for Test matches played outside the traditional “big three” cricketing nations.
Rethinking Bilateral Series and ODI Future
The ICC CEO’s remarks underscore a significant shift in thinking regarding the structure of international cricket. Gupta’s perspective is that the current approach to scheduling bilateral series is unsustainable for many cricketing nations. He noted that these series are decided exclusively by member boards, without direct intervention from the ICC, which primarily manages multi-national competitions like the World Cups and the World Test Championship. The boards also retain the sponsorship and media rights for these bilateral engagements.
Gupta maintains that the ODI format has a place within the sport’s product portfolio. He believes its survival and potential to thrive are “inextricably” linked to the men’s and women’s ICC Cricket World Cups. Discussions have reportedly taken place within the ICC about creating a dedicated window for the 50-over format in the period leading up to the World Cup, according to reports.
The four key elements that drive audience attention and affiliation—context, culture, competition, and competitiveness—are central to Gupta’s vision for cricket’s future. He argues that ODIs can not only survive but also flourish by focusing on these aspects. The format’s evolution, including the expansion of participation, is also a consideration.
Evolving Test Cricket for New Audiences
Gupta acknowledged that Test cricket holds significant prestige, legacy, and heritage. However, he cautioned that if these attributes are not made relevant and amplified, the format could become burdensome. He suggested that Test cricket needs to be presented in a way that appeals to new-age audiences, focusing on the experience for fans to ensure it remains a viable and appealing product.
The debate surrounding the sustainability of Test cricket has intensified, particularly as only India, England, and Australia are consistently able to financially support the longest format. Other full member nations face challenges in monetising Test matches. Gupta, a former head of sports at JioStar, indicated that cricket could learn from established events in other sports, such as Wimbledon and The Masters, by leveraging their heritage while adapting to evolving audience expectations.
He pointed to the World Test Championship Final as an example of how additional context can strengthen the format, noting that it is now an event of significance that did not exist seven years ago. Gupta stressed that the commercial viability of Test matches should be considered alongside their prestige and legacy, rather than allowing passion and pride to overshadow economic discussions. He believes this question is not solely for Test cricket but for all formats and events.
Gupta also highlighted the need for improved scheduling and presentation of Test cricket outside the three financially strongest cricketing nations. He stated that the ICC would continue to invest in enhancing the status, significance, and spectacle of cricket’s marquee events. He called for Test cricket to be scheduled optimally, with adequate positioning and marketing support, to ensure competitive standards and compelling matches for fans. This strategic scheduling, combined with a continuing narrative from the World Test Championship, is seen as crucial for building sustained interest.
While T20 cricket is considered the primary tool for global growth, Gupta clarified that this does not mean neglecting the value or engagement around ODIs or Test cricket. The focus remains on ensuring all formats contribute to the sport’s overall growth and appeal.
Source: m.rediff.com
