World cricket needs three formats, and to respect players, says Cricket Australia

A new format for Test cricket and the phenomenal popularity of Twenty20 offer them both strong futures, but world cricket should not lose sight of the fact that its prosperity has been built on 50-over one day cricket.

Cricket is in great shape and was probably the world’s second biggest sport – but its success depends on three formats.

This was the message of Cricket Australia Chief Executive Officer James Sutherland when he spoke to an International Cricket Council (ICC) Members’ Forum which ended a week of major world cricket meetings in Dubai overnight Friday Australian time.

“Unfortunately, in my view, there is currently too much talk of ODI cricket as the problem child or the ugly duckling,” he told world cricket leaders.

“The financial success of the modern game has been built on ODI cricket.

“Within this current bundle of commercial rights, our short term future includes pinnacle (ICC Cricket) World Cup events in 2011 and 2015; we owe it to ourselves to ensure that ODI cricket continues to be a popular force in the game”.

Mr Sutherland also strongly supported the Test Championship concept showcased to ICC members’ chief executives and the ICC Board during the week.

The end of the current Future Tours Program (FTP) in 2012 provided a tremendous opportunity to deliver improved structure and context to the schedule of international cricket.

“Let’s face it, generally speaking, the FTP is currently a hotch-potch of bi-lateral tour arrangements that, given the current volume of international cricket, produces matches that no longer linger in the memory or have lasting meaning,” he said.

The Championship concept, leading to semi-finals and a final, and an unambiguous world champion in each four-year cycle, offered a chance to provide fans with context without damaging the essential character of Test cricket, which is the premier form of the game.

Meanwhile, Twenty20 (and most recently IPL) had only reinforced the cricket’s strength and popularity.

“In Twenty20, we have a vehicle that can take the game anywhere and everywhere,” he said.

It was a bite-sized piece of entertainment designed to bring new and different people to the game and was achieving all that, in spades.

“Twenty20 is a format of the game that is popular in traditional cricket markets but it may well make its biggest mark in new and emerging markets…hopefully in markets that can make a material contribution to the global interest in our game…and ultimately impact favourably on cricket’s economy,” he said.

“Twenty20 is a winner…it’s here to stay and the challenge for us is to find the context and the balance to ensure that we don’t trip over our self (or each other) in our enthusiasm to ride the wave and capitalise on it.

“In this context, we should never lose sight of the fact that international cricket is the foundation on which this game has been built.

“It is not only our foundation, but for all members, possibly with the exception of India, we couldn’t survive without it. International cricket is our lifeblood…we compromise it at our peril.

“To that end, Twenty20 cricket…whether it is IPL, Champions T20, Pro20, The Big Bash, whatever…Twenty20 must be designed, structured and promoted so as to complement, not compromise international cricket. I repeat…complement, not compromise.

“We also must understand and accept that the introduction of private ownership is likely to see them often at odds with the interests of international cricket.

“This is a real threat and is likely to provide us with many challenges in the future.

“Given the significance of IPL and its relationship with the BCCI, it is not unreasonable for us all to expect that IPL will seek to preserve and protect international cricket on behalf of all ICC members.

Mr Sutherland also called on administrators to respect the role of players and to listen to their views.

“They make the game a joy to watch…they were once just sportsmen but in this day and age they are now professional entertainers,” he said.

More than anyone, they dictate how cricket’s brand is perceived in the market.

As professionals, they had more opportunity and more options than they have ever had.

“We need to look after our players. We need to keep them close. We need to understand them. We need to respect their advisors and their member associations,” he told the ICC Members’ Forum.

“We don’t have to always agree with them, but we should respect their views, as they should respect ours”.

In concluding, Mr Sutherland noted a new FTP with a Test Championship and an ODI League were an important exercise in brand management.

They would provide a framework and structure for world cricket to live with, and a way to manage and grow the public’s growing fascination with Twenty20 cricket.

“Twenty20 is a brilliant addition to cricket’s portfolio. By exceeding even Lalit Modi’s wildest dreams, IPL showed that cricket can be anything,” he said.

“It has reminded us that it is entirely reasonable for cricket to have lofty ambitions and the highest aspirations”.

Speech given by CA Chief Executive Officer James Sutherland to the ICC Members’ Forum in Dubai on Friday (4 July), the final event of the ICC’s annual conference week.

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