Adding to economic growth in India through commercialisation of cricket-A case study
327 International Journal of Physical Education, Sports and Health
Sports economy came to be developed in the west following the availability of increased leisure with the working class after World War II. Countries who predominantly played cricket, were left out of the advantages which a developing sports economy could offer largely because the Boards of Cricket in these countries lived off the patronage of the state and aristocracy and the game itself was played largely in erstwhile British Colonies who would be looking up to the Cricket Boards in Australia
... nd England to take a lead. These Boards were content in imagining their supremacy in the game and looked at the colonies playing game; indulgently at best. Technology being made use of in the west for increasing the revenue generating streams of a sporting event came to be applied fortuitously. With the unexpected victory of India in 1983 in the World Cup held in England, the vast population in India found for itself a sporting identity to be proud of which triggered an unprecedented adoption of the game across the nations where Indians were situated. The glory of India also rubbed the other erstwhile colonies like Pakistan, Sri Lanka, and Bangladesh as all these former colonies found an instrument to take on their former master through the game of Cricket. Boards of these countries had new found confidence to assert themselves in the apex International Council for Cricket on scheduling the matches and discovered new revenue streams to encash on the increased viewership through the broadcasting medium and sponsorships from corporates. To make the Cricket compete on TV viewership vis a vis Football, the English Board further formatted the game to a 3 hour duration with success.