Tuesday, September 25, 2012

Interesting format of ICC World T20

ICC World T20 is in full swing. It started on 18th September 2012 in Sri Lanka. The top teams are defeating the minnows as expected and the super eight stage promises to be full of exciting matches. I personally am a fan of T20 matches. Don't get me wrong, I am a fan of 5 day test matches too. But if we are to promote the game and increase viewership and world-wide acceptance towards the sport we love, we cannot showcase a 5 day game (maximum playing time of 2400 minutes) to a soccer fan who gets his full quota of excitement in merely 90 minutes! So, we need a new concept that can attract fans from new countries for Cricket. Enter T20.
Official logo of ICC World T20 2012

ICC World T20 is a perfect marketing ploy to penetrate into untapped markets for Cricket. USA, for example. Competitions like IPL, Big Bash and other national T20 leagues are flourishing simply because of this acceptance concept. After all, more acceptance will bring more recognition and thereby more money!

ICC World T20 is considered as a the pinnacle of T20 championships with more participating nations. Apart from the top teams, the so-called minnows have to go through a qualifying competition and the top teams enter the World Cup. Adding more teams increase the viewership in those countries (Afghanistan, and Ireland ) with more opportunities of merchandise sales. It also gives players an opportunity to show their talents with a hope that the league owners will take notice and they can eventually enter the big premier league sides with fat pay-cheques!

But I found a flaw in the format. After detailed observation, I realized its not a flaw but a clever strategy to increase viewership, ad rates and more ticket sales. Here's how:

Format: There are 3 teams each in 4 groups. Teams are ranked in each group. For example, England, India and Afghanistan are in Group A. England are tagged A1, India A2 and Afghanistan are A3 as per their T20 rankings. The top teams will play in a Super 8 format of 2 groups. The top 2 teams of each group will enter the knockout stages. Then there's semifinal and final, as is always the case.

Apparent Flaw: In the round robin matches, If India defeats Afghanistan and England and thereby top the group, they will still remain A2 and will not be 'promoted' to A1. Which is what has happened here. If one of the minnows spring a surprise and be among the top 2 teams in the group, they will automatically replace the team that has failed to qualify. For example, if India wins both their matches and England loses to Afghanistan, the Afghanistan will become A1 and India will remain A2, Bizarre, isn't it? What purpose does such a format serve? My first impression was that the format is totally illogical. But you know what they say about first impressions, right?

Actual reason for this format: There's an underlying reason for having this format. And the backdrop is a win-win situation for all stakeholders here. All we need is one look at the fixtures. You see, India is tagged as A2 for a reason. Check the match scheduled on 29th September (Sunday). It says "20th Match, Super Eights, Group 2 - D1 v A2". Now, we know India is A2, but who's D1. Its none other than Pakistan! So, like it or not, unless Bangladesh springs up a surprise, we are scheduled to have a India-Pakistan clash on Sunday! Similarly, we have Sri Lanka vs West Indies on Saturday and Australia vs South Africa as the first match on Sunday. Isn't it a win-win situation? Who would want to miss such a match? Also, don't you think the ad-rates will shot up beyond measure and Star Cricket can make a fortune out of a single match! Some might argue its an indirect form of 'fixing' a match. I don't think so. If this world cup can give me the much awaited match on a Sunday evening, I am all for it!

Bottom-line: Master-stroke!

10 comments:

  1. Gosh. They have actually tampered with the ranking just to have an India Pak match. Well it is a masterstroke ensuring more money! Biziness karna ata hain inko! Great point, didnot realise this until now! You should be out there commentating or something Binu. and FYI, I like t 20 a lot too :-)

    ReplyDelete
    Replies
    1. 'Tampering' would be a controversial statement. I would say they 'made' it in such a way so as to involve most cricket loving people. And I guess they will succeed too! And Jenny, when I become a sports commentator and am about to write my own autobiography, I will definitely mention you as the person who gave this idea to me! :D

      Delete
  2. YEah I also see a master brain at work behind the schedules, after reading the post...thats whole lot of information...! U have done some homework into this post and I'm sure every cricket freak will love it..! Will forward to the few freaks I know of :-)

    ReplyDelete
    Replies
    1. Hehe.. Yes, some homework involving surfing cricinfo.com :D But yes, I was surprised at the findings. And it makes sense too :) I, for one, dont want to miss the India Pakistan T20 match..

      Delete
  3. i had not thought of that... dont even remember seeing it in the media.. hmm.. definitely a win-win for the promoters :)

    ReplyDelete
    Replies
    1. Thanks Doctor :) You are right, surprisingly no one has mentioned it in the media. Or am I missing something ;-)

      Thanks for dropping by :)

      Delete
  4. Binu, I think 2009 and 2010 World T20 also followed same format as 2012 edition. Based on previous edition's ranking/standing, teams are assigned to Super 8 group and the reason behind that if Fans can plan their travel irrespective of their team's standing in that edition's preliminary round so that's good consideration by ICC. If you check grouping and standing of previous editions, you will notice that.

    ReplyDelete
    Replies
    1. You are right Shaleen. ICC started this concept from 2009 onwards. They didn't have it in the inaugural T20 world cup in 2007 which India won. Its a format where everyone benefits - ICC, Sponsors, fans watching in the stadium, fans watching live on TV and the TV channel!

      Delete
  5. Thats a good marketing strategy. Even I love this format, short and crisp and thankfully something worth to watch in prime time. Good analysis Binu:)

    ReplyDelete
    Replies
    1. You are spot on Saru. A fantastic marketing strategy indeed! :)

      Delete

All yours..

wibiya widget

You might also like

Related Posts Plugin for WordPress, Blogger...