Batting in time: cricket and its Olympic journey

Modern cricket, originating from the English rural games of the 16th century, became England’s national summer sport, gaining international prestige. His presence at the Olympics was inconsistent. In 1900, during his first and last trip to the Olympic Games in Paris, cricket experienced fierce competition between a plethora of teams… well, two to be exact: Great Britain and France. The Anglo-French rivalry took an unexpected turn, with France playing with a team mainly composed of English expatriates, who lost against… Well, the cousins who stayed in Britain. A major tournament was planned for 1904, but it was cancelled, and cricket decided to shun the Olympics for more than a century.

The exclusion of cricket after 1900 was due to its lack of global popularity at the time, the absence of competitive teams, and high logistical and financial constraints, as cricket required specialized fields. Moreover, the extended duration of the cricket matches did not correspond to the fast and compact format of the Olympic Games. Despite its popularity exploding in Commonwealth countries, where it is almost as sacred as 4pm tea, cricket has long been shunned by the Olympic Games (more than a century to be more precise). In 2020, the ICC made its groupie and went into seduction mode for the inclusion of the T20 format in the 2028 Olympics.The International Olympic Committee, after probably googling “What is cricket?” , finally said, “Why not?” And here we are, cricket is back, but he’s not flying. Cricket organisations face the challenge of simplifying and promoting this ancient sport to a diverse global audience, marking a new milestone in the Olympic history of cricket.

Communication strategies to introduce cricket

Modern cricket relies on digitization to improve the fan experience. Organizations like the Indian Premier League (IPL) have launched apps and are using social media to stream matches and deliver interactive content, bringing fans closer to the action. Games like the IPL Fantasy League engage fans in a playful way. In addition, influential celebrities and cricketers have become Instagram influencers. Take Indian Virat Kohli, for example, who uses his social media presence as a conductor wields his wand. Each post is a stroke of genius to engage the fans, a bit like a Kardashian of cricket. Then there are legends like MS Dhoni, who, apart from their talent in the field, shine in commercials. We see them everywhere, from the billboard to the TV spot, transforming cricket into a product as essential as a new version of the iPhone. In short, these cricket stars are no longer content with hitting balls, they are also hitting in the public eye, giving cricket the kind of visibility that the angels of reality television have always dreamed of.

Live cricket events have become theme park experiences. Take the Big Bash League in Australia, for example. It’s more than just a cricket match; it’s an interactive area where you can almost expect Mickey Mouse to come and serve you hot dogs between the overs (A cricket “over” is a series of six consecutive legal pitches made by the same pitcher). These events enrich the spectators’ experience, allowing them to feel as involved as if they were on the field, but without sweat and dust. And in this era of diversity and inclusion, cricket does not stand on the sidelines. Initiatives like the Women’s Big Bash League and campaigns like Cricket Australia’s “#WatchMe” are there to remind people that women’s cricket is not just a “bonus track”, but must be placed with the Certified Singles. These efforts show that cricket is for everyone, not just men who like to wear white and run on the grass.

To deepen fan engagement, organizations could produce behind-the-scenes documentary series, such as The Amazon Prime Test on the Australian cricket team. The use of augmented reality, such as that used by Star Sports India during IPL matches, could improve the viewing experience. In addition, collaboration with influencers from diverse cultural backgrounds, similar to partnerships between cricketers and Bollywood stars, could help position cricket as a global and accessible sport.

At KT Sport we note in any case that the 2 most advanced countries in terms of communication around cricket, are the two finalists of the last cricket world cup that took place on November 19, 2023.

Cricket on French soil: promotion and integration

Cricket in France is like the newcomer in the big leagues. Less popular than in India, where cricket is almost a religion, France still sees its little protégé grow, thanks to local and national federations. The French Cricket Federation (FFC) played the pioneer, introducing cricket into schools as civic education was introduced. The idea? To make cricket an integral part of French culture, like wine or cheese (there is still work).

In France, cricket has had to overcome several challenges, including the lack of adequate facilities, forcing the French national team to train abroad to access quality terrains The FFC effort to promote cricket in France, although impressive, remains modest compared to BCCI’s huge promotional machine in India. The initiative of the French Cricket Federation (FFC) to bring cricket into French schools is a bit like trying to introduce sushi into traditional French gastronomy. This is a bold step towards the recognition of a sport that, until now, seemed as exotic as kangaroos in Brittany. By targeting young people, the FFC hopes to entrench cricket in French sports culture, turning it from “what is this sport?” We’re playing cricket at school. They bet on the values of cricket, such as teamwork and sportsmanship, to seduce students. Imagine math lessons in the morning and cricket lessons in the afternoon. The FFC hopes that this strategy will make cricket as familiar in France as football or tennis, and who knows, maybe one day, cricket will be the new passion of the French.

The comparison between France and India in the context of cricket illustrates not only the cultural differences, but also the divergent strategies adopted by the respective federations. While India continues to strengthen its position as a cricket superpower, France is taking significant steps to establish the sport within its sports culture, although in a more progressive way and adapted to its national context.

Exploring the fascinating world of cricket, we discovered how this ancient sport is constantly reinventing itself, creating exciting opportunities for sports communication professionals. Through this series of articles, we discussed the exciting history of cricket, its fan engagement strategies, and its evolution in unexpected territories like France. As we look forward to his return to the 2028 Olympics, stay tuned for more insightful analysis and compelling stories about cricket. Are you as excited as we are to see cricket shine on the Olympic stage? Share your thoughts and enthusiasm for this historic moment in the comments below!