Twenty-20 and English Domestic Cricket

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

8 Citations (Scopus)


This case examines the brief history of the Twenty-20 Cup in English domestic cricket. From the outset the cup was seen by managers and stakeholders as an important marketing tool reposition the sport to connect with new audiences and target segments. Nevertheless work remains to be done to address the sport’s wider issues.
Original languageEnglish
Title of host publicationInternational Cases in the Business of Sport
EditorsSimon Chadwick, David Arthur
ISBN (Print)9780750685436
Publication statusPublished - 2008


  • • Innovation
  • • Market Research
  • • ‘Match-day Experience’
  • • Repositioning


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