09-09-2021Michael Vitug

The sport of cricket in America has grown rapidly in the past decade, in large part due to growing immigration to the United States from cricket-loving countries such as South Asia, where 92% of the sport’s fanbase is from. Today, the United States is home to an estimated 30 million cricket fans (Source: ESPN Cricinfo). Streaming platforms have made it easier to watch cricket matches from the world’s most popular league, the Indian Premier League (IPL), and other top leagues worldwide such as Big Bash League (BBL; Australia), and Pakistan Super League (PSL; Pakistan).

However, this didn’t happen overnight. There are parallels we see with the growth of cricket and with continuous support and brand leadership, the opportunities for the sport and brands are right in front of us. Read Michael's article HERE for brands to take notice and invest in this largely untapped market.