Cricket embarks on a mission to captivate American audiences and their financial support this week with the T20 World Cup commencing on Saturday in Dallas, showcasing the sport’s finest talents in a relatively untapped region. The opening match sees the United States facing Canada, co-hosted by the West Indies, while a temporary venue in Nassau County, New York, will host its first of eight games on Monday. Lauderhill, Florida, is set to host four more matches.
Globally, cricket commands a following of over a billion fans, yet it remains underappreciated in the lucrative North American market, where sports enthusiasts are more familiar with New York Yankees’ Aaron Judge wielding a bat than cricket stars like Rohit Sharma or Jos Buttler.
“This is the start of a journey,” stated International Cricket Council (ICC) CEO Geoff Allardice to Reuters. “The awareness that we’re bringing in more elite cricket to the USA is something that’s been a strategic priority for us.”
The journey began with the inauguration of Major League Cricket in the United States last year and aims to culminate in the 2028 Los Angeles Games, marking cricket’s return to the Olympic program for the first time since 1900.
“In the lead up to the Los Angeles Olympics, I think we’ll be continuing to try and raise the profile of cricket, not just for the established cricket fans in the USA but for new fans,” Allardice added.
The tournament, which has Jamaican track legend Usain Bolt as an ambassador, represents a dream come true for U.S. immigrants who make up much of the sport’s American fan base and are typically accustomed to watching the games on television rather than live.
“I mean, (India have) got some of the biggest names in world sport as part of their team,” said Allardice. “And to be able to get close to them and see them in action, I think it’s an opportunity that’s something that comes along (not) very often for cricket fans in the USA.”
The ICC T20 World Cup runs from June 1-29.
