International cricket and the T20 game

There is a concern developing amongst the cricket administrators that the T20 game around the world will have a detrimental effect on international cricket as we know it. There is more and more talk of players becoming free agents and only playing T20 cricket. In a recent survey done by FICA only fifty percent of professional cricketers’ ambition is to play for their country. In years gone by this was a hundred percent. In reality does the T20 game really hold these threats for international cricket? The only T20 tournament that is rich is the Indian Premier League. The Big Bash League in Australia is the next richest and then the Caribbean Premier League, but neither can compare with the IPL. In England and New Zealand they have scrapped their tournaments and now play a league. Sri Lanka has for the time being shelved any ideas of a T20 tournament… Continue reading

The sponsor’s view of an athlete endorsement

Finally, the time will arrive for all the sponsorship activation plans to become reality.  For the majority of athletes this will be a completely new experience and, in certain areas of activation, quite possible the only time they’ll do it. The athlete needs to know what he is letting himself in for; the sponsor (and by extension, its advertising or event management agency) needs to be mindful of his subject. Activation is never a simple process and can be fraught with danger and obstacles.  Meticulous planning is needed.  The cardinal sin is to rest on your laurels and expect certain things just to fall in place on the day of activation. But when done professionally the results of a successful sponsorship activation plan will catapult the sponsor’s brand and the athlete’s image into the consciousness of the target audience in ways that pure advertising cannot. The athlete’s buy-in and level… Continue reading