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ICC engages CSM in commercial drive for developing nations

The International Cricket Council has entered into a partnership with the CSM Sport & Entertainment division of marketing services group Chime Communications, with a view to enhancing the commercial performance of its associate and affiliate members.

The project is designed to empower members to use commercial revenue to grow the game in their countries and develop long-term success on the field of play, reducing the reliance on income from the sport’s global governing body. CSM said it will build a commercial and marketing “playbook” for these members, which will provide them with a mix of theory and practical tools to help improve commercial performance.

The ICC currently has 39 associate members and 56 affiliate members, with these nations sitting below the 10 full members who play Test match cricket. Following the completion and roll-out of the playbook, CSM will work directly with a number of members to help implement the strategies and tactics, tailoring support to the needs of each individual organisation.

The work is to be led by CSM regional director Mike Davis out of the agency’s Middle East headquarters in Dubai. Davis said: “We are delighted to be working with the ICC on this project and will be calling on all our international expertise and experience of developing long-term, impactful commercial strategies for rights holders around the world. We look forward to supporting the ICC with the capacity building program by helping associate and affiliate members enhance their own commercial revenues.”

Andy Hobbs, ICC interim head of global development, added: “A key part of our strategic objective to create more competitive teams on the world stage is to assist more AMs to develop into highly capable, self-sufficient national federations. Therefore, supporting AMs in the generation of non-ICC income streams is hugely beneficial in that process. All members can utilise the playbook as a starting point but they also have the option of working directly with CSM to progress their commercial approach.”