We want to target Gen Zs and 10-year-olds: ICC's big digital push for global events

ICC seeks to expand cricket fan base in India, USA by 2032. To do so, they are collaborating with 50 Indian influencers to create content in 10 languages, targeting Gen Zs and 10-year-olds. They are also researching US demographics to attract an average American to the game.

Cricket enjoys unmatched popularity in India and the governing body ICC, with its unprecedented digital presence in the ongoing ODI World Cup, wants to build on that by attracting the "Gen Zs and 10-year olds" to the game.

As part of its global growth strategy, the International Cricket Council (ICC) wants to directly reach 300 million fans by 2032 and a chunk of that will come from India. It is also hoped that a substantial number will come from USA, where the game will break new ground next year when the T20 World Cup takes place.

The world body sees huge potential in converting a "casual cricket fan" to a passionate one, besides tapping in on a new audience who has no idea about the game.

The youth of India, just like the rest of the world, consumes its content through streaming apps and a world event in the country after seven years has given the ICC an ideal platform to work on its long-term goals.

In collaboration with Meta, the ICC is working with as many as 50 Indian influencers who are creating content in 10 languages. They have been given exclusive access to the players, both behind the scenes and in the field of play with an aim of creating emotional connect with the compulsive social media users.

"The World Cup has always been a big showcase for the game. Traditionally it has been the event that gets people, who are not big cricket fans or casual fans, interested towards the game," Finn Bradshaw, Head of Digital at ICC, told PTI.

"From a digital perspective we see it as a great opportunity to expand the fan base in India. When we talk about increasing fan base, we think a lot about younger people.