Big Interview | ICC CEO Geoff Allardice on cricket going DTC and why T20 is the route to growth

Oct 13, 2022, 05:00 AM

Geoff Allardice, chief executive of the International Cricket Council (ICC), sits down with George Breare ahead of the men’s Twenty20 World Cup.

In addition to a preview of the tournament, the conversation explores cricket’s balance between respecting tradition and pursuing innovation for growth. On the agenda is the importance of T20 for cricket to gain a foothold in key growth territories and why the US has the potential to be the sport’s third largest media market. Allardice also explores the future of the women’s game and the role Test cricket has to play. 

Finally, the discussion moves towards the ICC’s transition to a direct-to-consumer strategy (DTC), with the launch of initiatives such as the over-the-top (OTT) platform, the new ecommerce store with Fanatics and other digital projects.