Gupta: ‘Random Bilaterals Must End’; ICC Eyes Structured Future for ODIs, Tests
Source: NDTV Sports \n The global cricketing landscape finds itself at a pivotal juncture. As T20 leagues proliferate and fan attention fragments, the traditional formats of One-Day Internationals and Test cricket face renewed scrutiny. It is into this evolving environment that ICC CEO Sanjog Gupta has stepped, delivering a powerful declaration that signals a paradigm
Source: NDTV Sports
\n
The global cricketing landscape finds itself at a pivotal juncture. As T20 leagues proliferate and fan attention fragments, the traditional formats of One-Day Internationals and Test cricket face renewed scrutiny. It is into this evolving environment that ICC CEO Sanjog Gupta has stepped, delivering a powerful declaration that signals a paradigm shift for international cricket: the era of ‘randomly’ scheduled bilateral series is unequivocally over.
\n\n
The Dawn of Strategic Scheduling
\n
Gupta’s central assertion, conveyed in a recent interview, is that the ‘era of randomly scheduled bilateral series has to come to an end’. This isn’t merely a preference but a necessity, he argues, because countries will not be able to sustain cricket without ‘context, culture, competition and competitiveness’, all of which demand ‘significant investment of resources, both financial and non-financial’.
\n
Historically, bilateral cricket has largely been the domain of individual member boards, who negotiate and schedule these series independently, retaining all sponsorship and media rights. The International Cricket Council’s intervention has traditionally been limited to multi-national competitions like the World Cups and the World Test Championship. This autonomy, while fostering self-reliance, has inadvertently contributed to a fragmented calendar, where series often lack a cohesive narrative or broader implications beyond immediate results.
\n
For the average fan, a seemingly endless stream of bilateral contests, particularly those outside major tournaments, can dilute interest. Without clear stakes or a compelling story arc, these series struggle to capture consistent attention. Gupta’s emphasis on ‘context’ and ‘competitiveness’ suggests a move towards a more deliberate, purposeful schedule where every match, whether Test or ODI, serves a larger purpose, engaging fans and justifying the substantial resources poured into its execution. The CEO’s call is a clear acknowledgment that the sport can no longer afford to operate on an ad-hoc basis if it aims for sustained global growth.
\n\n
ODI Cricket: A World Cup Anchor
\n
While the future of Test cricket often dominates discussions, the ODI format has also faced its share of existential questions in the wake of T20’s explosion. However, Gupta maintains an optimistic outlook for 50-over cricket, asserting that it can ‘continue not just to survive, but thrive’ with its place ‘inextricably linked to the World Cup’.
\n
He reiterates the importance of focusing on the ‘four levers’ that drive attention and affiliation: ‘context, culture, competition and competitiveness’. For ODIs to flourish, Gupta believes, the format needs a clear identity and a path to evolution, including the ‘expanse of participation’. This implies a strategic re-evaluation of how ODIs are played and presented to ensure their continued relevance.
\n
In a tangible sign of this strategic shift, reports suggest that the ICC has been discussing the creation of a dedicated window for ODIs leading into the World Cup. This move would provide crucial context, allowing teams to build momentum and narratives towards the sport’s pinnacle 50-over event, thereby enhancing fan engagement and commercial value. Such a window could transform what are currently often isolated series into meaningful steps on a championship journey, reinvigorating interest in the format by offering a clearer pathway and heightened stakes.
\n\n
Test Cricket: Legacy Under Commercial Pressure
\n
The challenges facing Test cricket are perhaps the most pronounced. Gupta acknowledges that while the format boasts immense ‘prestige, legacy and a sense of heritage’, its commercial viability is increasingly confined to the ‘big three’ cricketing nations: India, England, and Australia. Other full members, he notes, are struggling to monetise the longest format, hinting at a widening chasm between the sport’s traditional heartlands and its developing territories.
\n
Gupta’s stark warning, ‘if you’re not growing, you’re dying’, underscores the precarious position of Test cricket. In a world where ‘attention is getting disaggregated and affiliation is hard to sustain’, relying solely on historical sentiment is insufficient. He draws parallels with other prestige events like Wimbledon in tennis and The Masters in golf, noting how these tournaments ‘reinvent themselves and remain relevant by using their premium status to their advantage’.
\n
This analogy highlights a critical point: heritage alone isn’t a sustainable business model. Test cricket, with its deep traditions and narrative depth, needs to be ‘served in a manner that is appealing to the new-age audience’. This involves a concerted effort to enhance the ‘experience of Test cricket’ and ensure that fans are ‘being served a viable and appealing product’. The challenge lies in translating its unique qualities – the ebb and flow, the strategic battles, the ultimate test of skill and endurance – into a compelling, commercially attractive proposition for a global audience, beyond just the most ardent purists.
\n\n
Beyond Prestige: The Economics of the Longest Format
\n
One of the more insightful observations from Gupta is the tendency for ‘passion, pride and legacy’ to ‘override the conversation around the economics’ when discussing Test cricket. He argues that the answer is ‘not necessarily binary’ and that the question of commercial viability ‘must be asked of all our products across formats and events’. This holistic view suggests a desire to bridge the gap between romanticism and reality, insisting that the ‘prestige associated with Tests and the format’s commercial viability should be viewed from the same lens’.
\n
The success of the World Test Championship (WTC) provides a powerful testament to this approach. Gupta highlights the WTC Final as ‘an event of significance and one that didn’t even exist seven years ago’. The WTC has undeniably added much-needed context to bilateral Test series, transforming individual contests into steps on a ladder towards a global championship. This structure provides a clear narrative, incentivises competitive play, and offers a compelling reason for fans to follow the sport’s longest format.
\n
However, the WTC is just one piece of the puzzle. Gupta stresses the pressing need for better Test scheduling, particularly ‘outside the big three nations’. This means ‘optimal scheduling’ with ‘adequate marketing support’, ensuring ‘competitive standards of the two teams and playing conditions being offered, and fans being promised cricket which is going to be compelling’. For nations struggling to host financially viable Tests, a strategic framework from the ICC, coupled with marketing expertise and financial backing, could be crucial to unlocking the format’s potential beyond its traditional strongholds.
\n\n
T20: The Engine, Not the End-All
\n
Amidst the discourse on Tests and ODIs, Gupta is clear about the role of T20 cricket. He explicitly states that T20 is the ‘primary tool of global growth’ for the sport. Its shorter, high-octane format has proven incredibly effective in attracting new audiences and expanding cricket’s footprint worldwide. This acknowledgment underscores the ICC’s commitment to leveraging T20 as a key driver for expansion and commercial success.
\n
Yet, this focus on T20 does not, in Gupta’s vision, mean neglecting the other formats. He clarifies, ‘that does not mean we don’t focus on growing the value or engagement around ODIs or Test cricket’. This balanced perspective suggests a multi-faceted strategy where T20 acts as the engine of growth, drawing in new fans and revenue, which can then potentially be reinvested to support and elevate the other formats. The ambition is not to replace but to complement, ensuring a robust and diverse cricketing ecosystem that caters to different preferences and maintains the sport’s rich heritage.
\n\n
A Future Defined by Strategy, Not Chance
\n
In essence, Sanjog Gupta’s pronouncements sketch a future for international cricket that is far more structured, purposeful, and commercially astute. His vision is one where the ICC actively invests in ‘growing the status, significance and spectacle associated with cricket’s marquee events’, while also empowering member boards to create ‘occasions of appointment and significance’ in Test cricket, particularly beyond the traditional powerhouses.
\n
The underlying philosophy is clear: stagnation is not an option. In a rapidly changing global sports and entertainment market, cricket must proactively evolve, innovate, and strategically position its various formats to ensure continued relevance and growth. By moving away from ‘randomly scheduled’ series towards a more contextualized, marketable, and economically viable calendar, the ICC under Gupta aims to safeguard cricket’s heritage while propelling it towards a more secure and prosperous future for all its stakeholders.
\n\n
\n
Disclaimer: This coverage is based on reporting from NDTV Sports, with additional cricket analysis and context provided by Cricket Mantra.
”
}
{
“headline”: “Gupta: ‘Random Bilaterals Must End’; ICC Eyes Structured Future for ODIs, Tests”,
“category”: “Cricket News”,
“article”: “
Source: NDTV Sports
\n
The global cricketing landscape finds itself at a pivotal juncture. As T20 leagues proliferate and fan attention fragments, the traditional formats of One-Day Internationals and Test cricket face renewed scrutiny. It is into this evolving environment that ICC CEO Sanjog Gupta has stepped, delivering a powerful declaration that signals a paradigm shift for international cricket: the era of ‘randomly’ scheduled bilateral series is unequivocally over.
\n\n
The Dawn of Strategic Scheduling
\n
Gupta’s central assertion, conveyed in a recent interview, is that the ‘era of randomly scheduled bilateral series has to come to an end’. This isn’t merely a preference but a necessity, he argues, because countries will not be able to sustain cricket without ‘context, culture, competition and competitiveness’, all of which demand ‘significant investment of resources, both financial and non-financial’.
\n
Historically, bilateral cricket has largely been the domain of individual member boards, who negotiate and schedule these series independently, retaining all sponsorship and media rights. The International Cricket Council’s intervention has traditionally been limited to multi-national competitions like the World Cups and the World Test Championship. This autonomy, while fostering self-reliance, has inadvertently contributed to a fragmented calendar, where series often lack a cohesive narrative or broader implications beyond immediate results.
\n
For the average fan, a seemingly endless stream of bilateral contests, particularly those outside major tournaments, can dilute interest. Without clear stakes or a compelling story arc, these series struggle to capture consistent attention. Gupta’s emphasis on ‘context’ and ‘competitiveness’ suggests a move towards a more deliberate, purposeful schedule where every match, whether Test or ODI, serves a larger purpose, engaging fans and justifying the substantial resources poured into its execution. The CEO’s call is a clear acknowledgment that the sport can no longer afford to operate on an ad-hoc basis if it aims for sustained global growth.
\n\n
ODI Cricket: A World Cup Anchor
\n
While the future of Test cricket often dominates discussions, the ODI format has also faced its share of existential questions in the wake of T20’s explosion. However, Gupta maintains an optimistic outlook for 50-over cricket, asserting that it can ‘continue not just to survive, but thrive’ with its place ‘inextricably linked to the World Cup’.
\n
He reiterates the importance of focusing on the ‘four levers’ that drive attention and affiliation: ‘context, culture, competition and competitiveness’. For ODIs to flourish, Gupta believes, the format needs a clear identity and a path to evolution, including the ‘expanse of participation’. This implies a strategic re-evaluation of how ODIs are played and presented to ensure their continued relevance.
\n
In a tangible sign of this strategic shift, reports suggest that the ICC has been discussing the creation of a dedicated window for ODIs leading into the World Cup. This move would provide crucial context, allowing teams to build momentum and narratives towards the sport’s pinnacle 50-over event, thereby enhancing fan engagement and commercial value. Such a window could transform what are currently often isolated series into meaningful steps on a championship journey, reinvigorating interest in the format by offering a clearer pathway and heightened stakes.
\n\n
Test Cricket: Legacy Under Commercial Pressure
\n
The challenges facing Test cricket are perhaps the most pronounced. Gupta acknowledges that while the format boasts immense ‘prestige, legacy and a sense of heritage’, its commercial viability is increasingly confined to the ‘big three’ cricketing nations: India, England, and Australia. Other full members, he notes, are struggling to monetise the longest format, hinting at a widening chasm between the sport’s traditional heartlands and its developing territories.
\n
Gupta’s stark warning, ‘if you’re not growing, you’re dying’, underscores the precarious position of Test cricket. In a world where ‘attention is getting disaggregated and affiliation is hard to sustain’, relying solely on historical sentiment is insufficient. He draws parallels with other prestige events like Wimbledon in tennis and The Masters in golf, noting how these tournaments ‘reinvent themselves and remain relevant by using their premium status to their advantage’.
\n
This analogy highlights a critical point: heritage alone isn’t a sustainable business model. Test cricket, with its deep traditions and narrative depth, needs to be ‘served in a manner that is appealing to the new-age audience’. This involves a concerted effort to enhance the ‘experience of Test cricket’ and ensure that fans are ‘being served a viable and appealing product’. The challenge lies in translating its unique qualities – the ebb and flow, the strategic battles, the ultimate test of skill and endurance – into a compelling, commercially attractive proposition for a global audience, beyond just the most ardent purists.
\n\n
Beyond Prestige: The Economics of the Longest Format
\n
One of the more insightful observations from Gupta is the tendency for ‘passion, pride and legacy’ to ‘override the conversation around the economics’ when discussing Test cricket. He argues that the answer is ‘not necessarily binary’ and that the question of commercial viability ‘must be asked of all our products across formats and events’. This holistic view suggests a desire to bridge the gap between romanticism and reality, insisting that the ‘prestige associated with Tests and the format’s commercial viability should be viewed from the same lens’.
\n
The success of the World Test Championship (WTC) provides a powerful testament to this approach. Gupta highlights the WTC Final as ‘an event of significance and one that didn’t even exist seven years ago’. The WTC has undeniably added much-needed context to bilateral Test series, transforming individual contests into steps on a ladder towards a global championship. This structure provides a clear narrative, incentivises competitive play, and offers a compelling reason for fans to follow the sport’s longest format.
\n
However, the WTC is just one piece of the puzzle. Gupta stresses the pressing need for better Test scheduling, particularly ‘outside the big three nations’. This means ‘optimal scheduling’ with ‘adequate marketing support’, ensuring ‘competitive standards of the two teams and playing conditions being offered, and fans being promised cricket which is going to be compelling’. For nations struggling to host financially viable Tests, a strategic framework from the ICC, coupled with marketing expertise and financial backing, could be crucial to unlocking the format’s potential beyond its traditional strongholds.
\n\n
T20: The Engine, Not the End-All
\n
Amidst the discourse on Tests and ODIs, Gupta is clear about the role of T20 cricket. He explicitly states that T20 is the ‘primary tool of global growth’ for the sport. Its shorter, high-octane format has proven incredibly effective in attracting new audiences and expanding cricket’s footprint worldwide. This acknowledgment underscores the ICC’s commitment to leveraging T20 as a key driver for expansion and commercial success.
\n
Yet, this focus on T20 does not, in Gupta’s vision, mean neglecting the other formats. He clarifies, ‘that does not mean we don’t focus on growing the value or engagement around ODIs or Test cricket’. This balanced perspective suggests a multi-faceted strategy where T20 acts as the engine of growth, drawing in new fans and revenue, which can then potentially be reinvested to support and elevate the other formats. The ambition is not to replace but to complement, ensuring a robust and diverse cricketing ecosystem that caters to different preferences and maintains the sport’s rich heritage.
\n\n
A Future Defined by Strategy, Not Chance
\n
In essence, Sanjog Gupta’s pronouncements sketch a future for international cricket that is far more structured, purposeful, and commercially astute. His vision is one where the ICC actively invests in ‘growing the status, significance and spectacle associated with cricket’s marquee events’, while also empowering member boards to create ‘occasions of appointment and significance’ in Test cricket, particularly beyond the traditional powerhouses.
\n
The underlying philosophy is clear: stagnation is not an option. In a rapidly changing global sports and entertainment market, cricket must proactively evolve, innovate, and strategically position its various formats to ensure continued relevance and growth. By moving away from ‘randomly scheduled’ series towards a more contextualized, marketable, and economically viable calendar, the ICC under Gupta aims to safeguard cricket’s heritage while propelling it towards a more secure and prosperous future for all its stakeholders.
\n\n
\n
Disclaimer: This coverage is based on reporting from NDTV Sports, with additional cricket analysis and context provided by Cricket Mantra.