Twenty-20 and English Domestic Cricket

Research output: Chapter in Book/Report/Conference proceedingChapter

6 Citations (Scopus)

Abstract

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
PublisherElsevier
Pages101-113
ISBN (Print)9780750685436
Publication statusPublished - 2008

Keywords

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

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  • Cite this

    Kitchin, P. (2008). Twenty-20 and English Domestic Cricket. In S. Chadwick, & D. Arthur (Eds.), International Cases in the Business of Sport (pp. 101-113). Elsevier. http://uir.ulster.ac.uk/9060/1/Book_Chapter_-_Twenty-20_and_English_Domestic_Cricket.doc