While the paper revolves around cricket clubs, the author has repeatedly referred to soccer as a means to compare the two sports on issues of popularity and funding.
At the outset, the author highlights the fact that the traditional structure of cricket does not have a wide appeal. However, the Twenty20 format has the potency to attract a range of different publics; sportspersons, spectators as well as sponsors. The advent and rise of Twenty20 cricket occurred during the course of the present research which spanned from September 2002 to April 2003.
The selection of these two clubs for study makes academic sense since the Durham CCC is a young modern club while the Yorkshire CCC is one of the oldest and most successful clubs in the region. The paper has thus been enriched by taking inputs from two sports organizations that are culturally and ideologically very different.
The paper elaborates the research methodology used for the study. The research is based on qualitative primary research carried out in UK. For the purpose of the study, the author conducted face-to-face as well as telephonic interviews with numerous personnel including Vicky Laverick, Public Relations and Marketing Executive, Durham CCC and Liz Sutcliffe, Marketing and Sponsorship Manager, Yorkshire CCC. Inputs given by the various personnel associated with cricket form the core of the study. The researcher also used secondary research; texts, journals and other published sources to gain insights of the subject.
The author has detailed the study findings at length in the paper. The study established that the biggest impediment to the use of public relations in cricket was the lack of funds. The paper is comprehensive in the sense that it also provides solutions to the problems that it has pinpointed.
The author is of the opinion that England and Wales Cricket Board (ECB) should act as the ‘head office’ and all 18 county clubs of UK should ...