Twenty-20 and English Domestic Cricket

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

9 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 (in print/issue) - 2008

Bibliographical note

Reference text: Bennett, R. Ali-Choudhury, R. and Mousley, W. (2007). Television Viewers’ Motivations to Follow the 2005 Ashes Test Series: Implications for the Rebranding of English Cricket. Journal of Product and Brand Management (in press).
Britcher, C. (2003). Bite’s Twenty-20 Vision. Sport Business [Online]. Accessed at on 1st August 2003.
Connor, C. (2003). Shortened Game Can Reap Reward in Long Run. The Observer [Online]. Accessed at,,4823907-102283,00.html on 15th May 2006.
Cuff, A. (2006). Is Elton John the Saviour of County Cricket? The Guardian [Online]. Accessed at,,329471194-108356,00.html on 5th May 2005.
England and Wales Cricket Board (1997). Raising the Standard. ECB: London.
England and Wales Cricket Board (2005). Building Partnerships. ECB: London.
Gillis, R. (2005). Cricket Moves Up the Order. Marketing, 20 July, pp. 30-32.
Henderson, J. (2003) Instant Cricket Takes Off. The Observer [Online]. Accessed at,,4823937-102283,00.html on 15th May 2006.
Hignell, A. (2004). England and its Cricketscape: in Decline or on the Up? In: Cricketing Cultures in Conflict: World Cup 2003. B. Majumdar and J.A. Mangan (eds.), pp 33-50.
Hopps, D. (2002). ECB Launches Domestic Plan with a New Vision. The Observer [Online]. Accessed at,,4546036-108356,00.html on 15th May 2006.
Hopps, D (2005). Counties Fall in Line with New Plan. The Guardian [Online]. Accessed at,3858,5204939-108356,00.html on 1st June 2006.
Hopwood, M. (2005). The Sport Integrated Marketing Communications Mix. In: The Marketing of Sports. S. Chadwick and J. Beech (eds.), pp
McDonald, I. and Ugra, S. (1998). Anyone for Cricket? Equal Opportunities and Changing Cricket Cultures in Essex and East London. Centre for Sport Development Research, Roehampton Institute: London.
Mintel (2005). Spectator Sports – April 2005. Mintel Market Research: London.
Mintel (2006). Cricket and Rugby – February 2006. Mintel Market Research: London.
Mullin, B.J., Hardy, S. and Sutton, W. (1993) Sport Marketing, Human Kinetics Publishers, Champaign, Il.
Pryor, M. (2005). Twenty-20 Pushes Ashes Close for Appeal. Times Online [Online]. Accessed at,,1-6566-1759418-6566,00.html on 1st September 2005.
Rawling, J. (2003). Too Many Games are Seen Only by a Few Pensioners. The Guardian [Online]. Accessed at,,4740144-108356,00.html on 15ht May 2006.

Seminar Presentations:
Harrison, T. (2004). Twenty-20 Cricket. From Conception to Reality: A Marketing Challenge. Paper presented at Think! Sponsorship Seminar, 13th May 2004.
Malcolm, D. (2006). A New England? Cricket, the Ashes and National Identity. Paper presented at Birkbeck Sport Business Seminar Series, 8th February, 2006.


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


Dive into the research topics of 'Twenty-20 and English Domestic Cricket'. Together they form a unique fingerprint.

Cite this