India is a country of 1.4 billion people that promises a huge market for any product. If the Indian market endorses any product, unfathomable success will put you on cloud nine. And the cricket is the best example to be put on the dissecting table of surgery to investigate it openly. Indian cricket is governed and managed by the Board of Control for Cricket in India (BCCI). The role of BCCI to celebrate the cricketing event with religious fervor has done the magic to elevate the stature of it in a convincing way. The seed of celebration had sown in the 1987 Reliance Cup held in India and Pakistan. It was also the very first time such a big event happened outside England. It exposed the gravity of the subcontinent market to the world, and from here BCCI started capitalizing on it bit by bit. Now, the BCCI has placed itself on the driving seat of world cricket and begun to dictate the terms to the world without any grimaces. This is the reason that the BCCI does not allow the Indian Premier League (IPL) franchise to let their players participate in any other leagues outside India.
Indian cricketing stars have a large base of followers that determines the commercial aspects of the cricket game. The stadium remains packed, and sponsorships are making a beeline for it. BCCI is effectively leveraging the thriving Indian market, securing a significant portion of its profits. It has now become the reason for other franchises of the world other than IPL to get connected with IPL stars to make their events as popular and eventful as IPL. Therefore, they are finding a circuitous route to get Indian starts roped in because BCCI does not allow its players to get associated with other franchises and cricketing boards.
There is only one option available for outside franchises to harness the Indian star power to generate revenue from the tournaments they have been organizing for years. All the retired players of Indian cricket boards and franchises are getting offers to join outside leagues as ambassadors to fetch more eyeballs for the tournaments and events. The South Africa cricket board has named Dinesh Karthik as an ambassador of SA 20 to strengthen and bolster the global fan base and create brand awareness among Indian markets as well as the United Kingdom. SA 20 wants to cash in on the fan base by endorsing Karthik’s late-career popularity after his retirement. Dinesh Kartik becomes the first Indian player to be associated with the Paarl Royal franchise of SA 20 for the next edition. It has become possible because he has already announced his retirements from international cricket and the IPL.
The similar kind of opportunities had been presented to Ambati Rayudu last year by West Indies Cricket Board’s franchise leagues known as CPL. Moreover, the much similar leagues like UAEs ILT20 approached to Robin Uthappa and Yusuf Pathan for Dubai Capitals. Since, UAEs IL T20 got access to Indian market by these retired stars of Indian cricket, other leagues are also finding ways to connect India Stars for it.
Cricket Australia’s Big Bash had raised many eye brows when Unmukt Chand joined it in 2022. No one understood the reason behind it when the former captain of U19 joined Big Bash. Now it is open secret to every league to get Indian starts signed for their franchises. It does not stop here, there are also some other ways to connect with Indian market by offering commentary box opportunities to Indian Commentators. Ravi Shastri and Harsha Bhogle joined BBL last year. Allistair Dobson, GM of BBL said, “It will enhance the global perspective of game through different voices of opinion.” However, the legend of Indian cricket Sunil Gavaskar also commentated in USA.
Really, understanding the importance of the market size of Indian cricket, BCCI has invented many strategies to capitalize on it and become the global leader of the cricket fraternity in the world. And, if the same lesson is learned by the Indian government, which treats the population as a liability, it will also stand a chance to write their success story in a great way for providing inclusive growth for all.