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 language | English |
|---|---|
| Title of host publication | International Cases in the Business of Sport |
| Editors | Simon Chadwick, David Arthur |
| Publisher | Elsevier |
| Pages | 101-113 |
| ISBN (Print) | 9780750685436 |
| Publication status | Published (in print/issue) - 2008 |
Bibliographical note
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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.
Keywords
- • Innovation
- • Market Research
- • ‘Match-day Experience’
- • Repositioning