Cricket fans are you re-a-dyyyy?? Preparation for the ICC T-20 2024 World Cup is in full swing after the announcement of a co-hosting for the tournament between Cricket West Indies and USA Cricket. The obvious financial gains coming from ICC hosting fees, vendor revenue, ticket sales and endorsements will be much needed and welcomed in both regions. However, what about the growth and promotion of our Caribbean athletes? Or even the preservation of image rights?
It seems as though the decision to have USA and WI co-host was simply made to fulfil financial gains more than any other reason. The region fails to acknowledge the talent of managers in negotiating successful deals while showing ignorance as to how beneficial these events can be for athletes beyond a financial acknowledgement of their performance.
Consider the ICC’s 2020 fiasco with the Federation of International Cricketer’s Association over the use of athlete’s image rights beyond the remit of the contract. It’s a known fact that not many of Caribbean athletes have access to commercial sponsors. It’s also a fact that a lot of Caribbean athletes and their managers aren’t provided with adequate legal education on their associated rights and benefits.
The reality is, with CWI in direct management of the T-20, there is a better positioning for all players to be recognized on the international level more than they were before. This could lead to more opportunities to boost local, regional and international sponsors appropriately apportioned to the skill of athletes. There will now be a high possibility for a proper introduction into regional talent and brand management in sporting companies.
If the goal is to grow the sport, as ICC claims, there is an opportunity to authentically connect with these players and provide the level of engagement needed to create more young professional athletes. The lucrative deals are there but we need to see beyond the dollar signs and acquire better asset management teams to help push events to benefit athletes sustainably in the long term. To whom much management is given, it must be received with the widest vision.