ICC Cricket World Cup: Event Management and Commercial Opportunities

This essay discusses the event management of the upcoming 2019 ICC cricket world cup, including purpose, timing, location, organizing committee, list of events, schedule, finance, sponsors, and media role. It also focuses on the commercial opportunities from this grand event of ICC cricket world cup 2019.

Running head: ICC CRICKET WORLD CUP
ICC Cricket World Cup
Name of the student:
Name of the university:
Author note

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Introduction
ICC cricket world cup is the global battle among ODI teams of cricket. It is organized by
the International Cricket Council after every four years where the teams are selected by a series
of preliminary rounds. It is one of the major sports events of the world and the most viewed one
too. The first world cup was organized in June 1975 in England (Awasthi & Babbar, 2015).
Previous world cup was organized by England and New Zealand and it was won by Australia.
This essay will look into the event management of the upcoming 2019 ICC cricket world
cup. It will consider the purpose of the event along with the timing and location where the venue
will also be highlighted. Apart from that, the essay will consider on the organizing committee,
event manager, list of events and schedule. Finance and budget will be predicted to get an
assumption about the cost and expenditure. The sponsors will be explained in detail along with
the promotional activities to be undertaken. The role of different forms of media will be briefly
outlined in the course of this essay. The thesis statement for this essay will be – ICC Cricket
World Cup is one of the major sporting events on the global platform.
Discussion
The main purpose of this event is to promote the game of cricket on an international
platform. The players who participate in this grand event are internationally acclaimed and they
get a scope to brighten up their future career in the field of cricket. Moreover, there are certain
players who come from less fortunate background. Their excellent performance during the world
cup grabs attention of the sponsors and they get absorbed by different teams in exchange of a
good sum of money (Das, Parida & Srivastava, 2016). The purpose of this event is to bring the

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sports to an extraordinary position where the individuals get both fame and money. The financial
support will help in improving the infrastructure thus, paving the way for a better future of sports
in the entire world. The local cricket clubs will also get the benefit from the sponsors.
Timing and location is a critical factor in the management of an event. These two factors
are responsible for determining the success of the event. The number of people attending the
event is dependent on the spatio- temporal factors. Therefore, the organizers need to fix a
suitable time and place for the event so that majority of the population can attend the event. The
event ICC cricket world cup 2019 will be the 12th edition of this grand event (Dickson et al.,
2015). It will be jointly organized by England and Wales from 30May to 14 July. The right of
hosting this international game was provided in April 2006. London stadium was initially
selected as the venue of the event but later declined. The inaugural match will be held at the Oval
and the finale at the Lord’s. Previously England was responsible for holding four events of
cricket world cup in 1975, 1979, 1983 and 199 and 2019 is going to be the fifth one (Emery,
Kerr & Crabtree, 2016). Therefore, the organizers chose the place in such a way that it would be
easily accessible by the sports fanatics. The time will be suitable for gathering audience because
the time of May- July will not be much cold and people will be able to enjoy the game in a
suitable climate. The dates were selected in such a way that there will not be any other club
matches during that time and the players will find it appropriate to put maximum attention in the
game.
However, a review of the past matches have highlighted that there has been significant
changes in the format of the game over the years (Fletcher & Malcolm, 2017). Therefore, it is
important to look into the event from different angle and make necessary preparations
accordingly. The format was arranged in such a manner that the players will adjust with the same

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and the audience would not find it monotonous. The duration of the games will be limited to one-
day as exceeding it might destroy the interest of the audience. Moreover, people are not willing
to wait for more days in order to know about the outcome. The upcoming world cup event will
include two new teams, Ireland and Afghanistan after the elimination of Scotland and UAE
(Getz, 2017). The teams for the world cup will be selected following the three processes of
automatic entry of the host nations, championship and world cup qualifier. The fixture for the
grand event is given below.

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Source: (Gursoy et al., 2015)
The organizing committee of the 2019 ICC cricket world cup will be responsible for
maintain the norms and policies of the game. Trent Bridge will fulfill the responsibility of
hosting England, Australia and India in the upcoming event. They will organize five matches of
the entire event as confirmed by the organizers of the event (Holm & Breiter, 2017). The reason
behind this is that Trent Bridge has past records of successful staging of the ICC Cricket World
Cup matches, as mentioned by one of the organizers, Lisa Pursehouse. Hosting of the event at
Trent Bridge will enhance the economy of the east midland region and display Nottingham in the
sports map. Another organizer, Cllr Dave Trimble stated that being a sporting city, they will
always welcome such gala events in order to boost up their image (Jones & Jones, 2014).

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The major sporting competition will provide opportunity to the local residents to be a part
of this extravagant experience within their close proximity. In addition, it will benefit the tourism
and hospitality sector of the country. The hotel industry will be able to gain profit by providing
accommodation and food to the visiting guests. In this way, their name will be highlighted on the
global platform and they will get further recommendation in case of such major events. For
instance, this upcoming world cup will be played in the 11 venues of 10 cities of England and
Wales, thus promoting the image of the particular places (Malcolm & Fletcher, 2017). However,
there are certain negative aspects of hosting such grand events. The places will suffer from
resource exhaustion and pollution. It will be a burden on the existing population of the nation.
With the increase in the number of people, the local people will face issues with transportation,
food and other necessities.
A major event such as the ICC cricket world cup 2019 will require a planned calculation
of the total money that needs to be invested for the same. Apart from the ticket prices, there will
be sponsors for the event. The ICC will also pay their share for the success of the event. Such a
luxurious event as the ICC Cricket World Cup will consider the costs from different aspects
along with the surplus in case of sudden requirement. It was assumed that the cost of one ticket
for the final at Lord’s would be 395 pounds, which is the highest in the history of cricket. The
lowest rate of tickets for other matches will be 95 pounds and foe children it will be 20 pounds
(Masterman, 2014). The cost of the tickets were fixed by the cricket board of England and Wales
after doing a complete market research and looking at the expenditure required for hosting the
match.
The estimated budget of ICC Cricket World Cup 2019 is provided below.

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Particulars Amount (in pounds)
Promotional Activities 5,00,000
Booking for the event 2,00,000
Venue 10,00,000
Rent for officials on an hourly basis 20,000
Cost of equipments (500 sets @ 7000 pound per box) 35,00,000
Accommodation 5,00,000
Food and refreshment 1,00,000
Transportation 50,000
Medicine and fast aid 30,000
Miscellaneous expenses 1,00,000
Total expenses 60,00,000
As per the England and Wales cricket board, they are expecting to gain revenue of around
40 million pound from the sale of match tickets. It is assumed that there will be approximately
8,00,000 tickets for 46 matches. A part of this cost will be offered for the corporate activities of
the sponsors such as ICC and other international boards. The London stadium was not selected as
the correct venue due to the pitch condition. Trent Bridge was found suitable, as the organizers
wanted the pitch orientation from east to west. This came as a sudden change in the cost structure
of the estimated budget. Moreover, the rotation of the pitch at a 55- degree angle did not seem
feasible in terms of cost (Nazri et al., 2018).
Further, this essay will focus on the commercial opportunities from this grand event of
ICC cricket world cup 2019. All activities related to sponsorship, broadcast, brand management,

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digital management, marketing and production, media rights were associated with the authorities
of the International Cricket Council. At present, the ICC is looking for interested and eligible
respondents to submit their proposals for signage production and management services for the
upcoming event. It is aimed to boost up the revenues for the effectiveness of the game by
providing excited and involved events. It will attract a modern and diversified cricket fans to
build efficient and long- term commercial partnerships.
This event will offer the media owners and different brands with strong and potential
brands to involve the international audience. It will give an alternative to rep[resent the non-
competing commercial products as well as a platform for delivering fan involvement, striking
viewership target, brand image, increase in sale and opportunities for brand attraction. It is
expected that the stories, emotions and values that are connected with the event will be delivered
to the audience through digital social and broadcast media among 220 nations (Shah, Hazarika &
Hazarika, 2017). It will increase the extent of recommendation as well as preference by brands to
sponsor the event and indulge in the game. This event will be looked after by internal and
experienced management team for effective marketing, delivery, branding, sponsorships,
broadcasting, digital content and channels, commercial sales and media rights.
For the cricket world cup 2019, Nissan is one of the prominent sponsors (Testa & Meter,
2017). It has become the global sponsors of ICC through 2023. The automaker company has
agreed for an eight- year contract with the cricket board to make its international bond stronger.
This agreement will continue to 2023 to confirm Nissan as the global sponsor of international
cricket tournaments. This partnership of Nissan with ICC is an important instance of the
company’s commitment to world sport (Toffoletti, 2017). As it is a global partner of the ICC
cricket world cup, therefore it will have the right of digital and broadcasting off all the events

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hosted by ICC. According to the company, it is one of their strategies to invest money in the
form of sponsorships, as it will lead to a strong connection with the people. Apart from this
significant automobile company, other sponsors of ICC cricket world cup are Reliance, LG
electronics, PepsiCo, emirates, Reebok International Limited, Castrol, MoneyGram International
and Hyundai (Tyson, Jordan & Truly, 2016).
Conclusion
It can be concluded from this essay that a major event such as the ICC cricket world cup
2019 takes into consideration different aspects for its successful completion. This essay has
outlines an overview of the background along with the thesis statement. The purpose of
organizing the event is also mentioned in the course of this essay by categorizing into time,
location and schedule of the event. This essay has also highlighted the price of the tickets along
with n estimated budget. The climax of the essay has focused on the effectiveness of sponsorship
and the use of media in the promotion of this event.

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