Letter of the Day | ICC must rethink its strategy to help cricket thrive

THE EDITOR, Madam:

Until the International Cricket Council (ICC) begins treating cricket as a global sport, rather than one dominated by the interests of a handful of larger and wealthier countries, the game will continue to struggle to grow, and smaller cricketing nations will continue to decline.

The ICC must recognise that the long-term future of cricket depends on expanding its global reach. The model adopted by FIFA in developing football worldwide offers an important lesson: Global expansion must be a central priority.

The success of a sport should not be measured solely by the commercial returns generated by its most powerful nations, but also by its ability to attract new countries, develop emerging talent, and build passionate fan bases across the world.

The ICC must be prepared to invest strategically in countries and regions where cricket has the potential to grow. This means providing meaningful financial support to smaller cricketing nations, improving coaching and playing facilities, expanding youth-development programmes, creating more competitive opportunities, and ensuring that emerging countries have a realistic pathway to the highest levels of international cricket.

Equally important, the ICC must address the imbalance in the distribution of resources, international fixtures, broadcasting opportunities, and revenue. Smaller nations cannot be expected to compete, develop their players, or attract sponsors and audiences if they are consistently denied the exposure and financial support enjoyed by the larger cricketing powers.

Cricket must also become more accessible and commercially attractive to audiences beyond its traditional strongholds. Strategic investment in digital broadcasting, grassroots programmes, schools, women’s cricket, and emerging markets can help introduce the game to new generations of players and supporters.

The ICC must stop viewing smaller nations as a financial burden and start recognising them as an essential investment in cricket’s future. Every country that develops a competitive team, every new community that embraces the sport, and every additional audience that follows international cricket strengthens the game’s global foundation.

Ultimately, cricket cannot achieve its full potential if its growth depends on a small group of countries while the rest is left to struggle. The objective must be to expand participation, increase viewership, strengthen competition, and create a sustainable global ecosystem in which every cricketing nation has an opportunity to develop.

If the ICC wants cricket to thrive, it must embrace that principle and make worldwide development a strategic priority. The future of cricket will be secured by expanding the game and creating opportunities for the many.

MARK WALTERS