Sachin Tendulkar has joined the ownership group of the USA’s National Cricket League (NCL) to promote cricket in the US. This comes within months of the country co-hosting the 2024 ICC T20 World Cup, pulling off quite a few upsets. An estimated 1.9 lakh fans attended the matches in the US leg of the tournament. Tendulkar’s involvement is expected to boost the game’s credibility in the country the same way basketball legend Michael Jordan elevated the NBA outside its borders.
The team’s power-packed performance in the ICC event and the NCL’s partnership will attract investments and bolster infrastructure development, say experts. As per Statista, the revenue in the US cricket market is projected to reach $87.49 mn in 2024. Revenue is expected to show an annual growth rate (CAGR 2024-29) of 1.98%, resulting in a projected market of $96.48 mn by 2029.
The US is increasingly seen as a prime target for cricket’s expansion. The T20 format aligns with the fast-paced nature of American sports, offering a product that can appeal to both broadcasters and advertisers. Immigrants from cricket-playing nations, particularly the Caribbean, India, Pakistan, and Bangladesh, have played a significant role in revitalising the sport’s appeal in the country, says the website of USA Cricket, a platform to develop and promote all forms of cricket in the country.
Indranil Blah, founder of AMP Sports & Entertainment, says, while the country has always been a very strong sports market with per capita spend on sports higher than any other country in the world, the market for cricket has not been exploited fully. “If you look at the cricket ecosystem, India is maxed out, England is maxed out, Australia is maxed out. China is another option, but cracking it in China is going to be even more difficult than in the US,” he adds.
Success in NCL’s latest efforts will depend on targeted marketing, strategic infrastructure investments, and youth engagement, say experts. According to Megha Marwah, vice-president, strategy, White Rivers Media, “Marketing cricket in the US will require a mix of big events, strategic partnerships, and grassroots investment. Tapping into diverse communities through local leagues and targetted digital campaigns will be key to building momentum, helping the sport connect with a wider audience across the nation.”