Cricket enjoys unmatched popularity in India and the governing body ICC, with its unprecedented digital presence in the ongoing ODI World Cup, wants to build on that by attracting the "Gen Zs and 10-year olds" to the game.
As part of its global growth strategy, the International Cricket Council (ICC) wants to directly reach 300 million fans by 2032 and a chunk of that will come from India. It is also hoped that a substantial number will come from USA, where the game will break new ground next year when the T20 World Cup takes place.
The world body sees huge potential in converting a "casual cricket fan" to a passionate one, besides tapping in on a new audience who has no idea about the game.
