Cricket's marketing apparatus

Gone are the days of cricketers donning flannels or sipping light liquor in tiresome evenings. Convention, tradition and do-good gestures now hastily make way for limitless gusto and time-released enthusiasm.

Administrations bicker about change yet cricketers quickly adapt to it. There is no new proverb that replaces the old one: live and let live. There is a new order, though . . . of commercialisation and rebranding of what appeared to be a dying sport. But there are no arcane, hush-hush insinuations, either. Either way, cricket will never be the same again.

Given the twists and turns, everything has to be out in the open. Commercialisation of cricket assumed newer dimensions during the World Cup. Fans, administrators, players, umpires, business surroundings tailored and customised their roles per new needs. If discretion is the better part of valour, cricket, as the vehicle that carries the modern day baton, just became its latest mismatch.

In hindsight, though, it also makes pure economic and business sense. And it's not only about the banality and excessive boredom in day-long matches with an expensive lunch, a tea of sorts and two drink sessions in between. Adding woe to misery, it's not always the result, either, that mattered most, least of all for instant gratification.

Quite like trappings of made-for-TV soccer and American football, basketball tournaments or wrestling, cricket's rebranding is a new entrant in the amphitheatre. Stadiums and HD screens both feature multicoloured gladiators, nail biting finishes, build-ups leading to the game, cheerleaders extolling the spice, and a badmouthing frenzy afterwards. Sure enough, euphoria surrounding the game is made to last. Cricket is only its product and by-product at the same time.

The final product is the output of the interplay of economic forces. Surprised? Don't be. Take, for instance, the unsuitability of Australian cricket pitches that would NOT be fair game for all participating teams. Conditions ideal only for the home team(s) was not practical proposition. But whose might is it that calls the shots? "Acquiesce", says the big bad (and brown?) wolf from the half continent afar . . . or risk the tournament not breaking even. And acquiesce they did.

The hype, hysteria, histrionics, sensationalism that is the key to the perpetual razzmatazz is all factored in ---and not without reason. Either break tradition or don't break even. It's not only emotions and enthusiasm that weigh in. The fanfare, euphoria, the make believe ability to shape the destiny of the teams or even a near perverted glee blown out of proportion is part and parcel of the business apparatus.

Regulatory bodies have allowed the marketing blitz to overtake the gentle nature of the game by storm. Newer roles by men of both action and auction also partake in negotiations to call the shots more off the field than on it.

So what if betting is a punishable offence. All else is fair game. A plethora of greenback earning turnover ploys are still left to be employed. The media loves cricket and cricketers and the advertising, marketing and publicity machinery thrive on them.

Clubs look forward to gala repeat events as do cities, nations, and international schedules that are aligned to fast track business. Newer, shorter versions of cricket may be decried as the overly innovative approach. But, it's business impetus that rings the register.

If India wields craftily its economic standing and business, Bangladesh also has a model that comes strong with new terrain: fait accompli is its name and it makes cherry picking superfluous. Joining in the bandwagon looks to be the natural, correction, obvious choice. Take it with a pinch of salt if you have to, but damned if you do, damned if you don't.

Amidst the hullabaloo of drop-in pitches or an imbroglio fast-tracked by substandard umpiring or even painting the administrator Srinivasan as demon's zenith, or fall guy Kamal a matinee, thumbs up to Bangladesh for playing out both gambit and end game remarkably well.

How so? Like India, our economic growth resonates enough to draw parallels. The product and mass appeal is on an even keel and we're beginning to replicate both personality and product marketing in cricket with fervour. A Nobel Laureate from India gives us high marks on the gender platform. Women's team, please note. This is another metaphor for Bangladesh to rejoice and check the box in.

Bangladesh has what it takes to push the marketing and business approach to enviable lengths. Given that 2021 is the year we might reach the milestone as Middle Income Nation, could we also be close to achieving greatness in a sport? If business is robust, couldn't our exuberance on the field be thicker than dogma?

Hey, you never know! We may not be another Big Bad (Brown?) Wolf. But we're no little Red Riding Hood either.

The writer is an airline marketing executive.