DS London September – Where does cricket go from here?

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DS London September – Where does cricket go from here?

September 9 @ 5:30 pm - 9:30 pm

With Cricket World Cup hosted on British soil and the new Hundred format set to come onto the scene. This should be an exciting time for cricket.

But it’s also a crucial period where new audiences are being targeted and different versions of the sport are being showcased.


Owen Hughes, Senior Manager, Global Sponsorship and Brand Activation – Nissan
Andy Muggleton, Assistant Secretary (Commercial) for Marylebone Cricket Club (MCC) and Lord’s


Chris Hurst, ex-BBC Sport and ICC, CJ Hurst Consultancy

Will the World Cup serve as a springboard to generate interest and bring in new types of fans as the sport looks to stay relevant in a global and increasingly digital world? Can the Ashes capture the imagination?

Yet at the same time as these worldwide events are taking place, the sport in the UK is facing the challenge of dropping attendances and questions over the place of free-to-air TV in the cricketing landscape.

Increased interest from a new audience means the sport can grow its commercial revenue and also attempt to penetrate into new parts of the world to open up new markets and opportunities, and that means opening it up to as many people as possible.

At the same time, those who already love the sport must be served properly and cricket simply mustn’t lose its heritage.

The sport can be something of a closed shop to any potential new fans: the language around the game, and the emphasis on tradition can put new people off following the game. And yet, these are the things that passionate cricket fans love about their sport.

We will ask what cricket can do to ensure its appeal is as broad as it can be while still retaining its charm. How are the barriers to entry broken down, and where can digital help with that strategy?

Join us for a chat about all this and more over a drink or two on us!


September 9
5:30 pm - 9:30 pm
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