Providing commercial consultancy for Associate Members
The International Cricket Council
(ICC), the Dubai-based international governing body for cricket, has partnered with CSM Sport & Entertainment
to provide its Associate & Affiliate Members (AMs) support to identify and increase non-ICC income streams.
The philosophy behind the project is to empower members to use commercial revenue to grow the game in their countries and develop long-term success on the field of play. CSM will build a commercial and marketing playbook for AMs which will provide them with a mix of theory and practical tools to help improve commercial performance.
Anshuman Rath of Hong Kong in action with Matthew Cross of Scotland during the ICC Twenty20 World Cup Round 1 Group B match between Scotland and Hong Kong at the Vidarbha Cricket Association Stadium on March 12, 2016 in Nagpur, India.
The work is to be led by CSM Regional Director Mike Davis out of the agency’s Middle East headquarters in Dubai. Speaking of the new partnership, Davis said: “We are delighted to be working with the ICC on this project and will be calling on all our international expertise and experience of developing long-term, impactful commercial strategies for rights holders around the world. We look forward to supporting the ICC with the capacity building program by helping Associate & Affiliate Members enhance their own commercial revenues.”
Following the completion and roll-out of the playbook, CSM will work directly with a number of AMs to help implement the strategies and tactics, tailoring support to the needs of each individual organisation.
William Porterfield, Captain of Ireland hits the ball towards the boundary, as Wesley Barresi of the Netherlands looks on during the ICC World Twenty20 India 2016 match between Netherlands and Ireland at the HPCA Stadium on March 13, 2016 in Dharamsala, India.
Andy Hobbs, ICC interim Head of Global Development, said: “A key part of our strategic objective to create more competitive teams on the world stage is to assist more AMs to develop into highly capable, self-sufficient national federations. Therefore, supporting AMs in the generation of non-ICC income streams is hugely beneficial in that process. All members can utilise the playbook as a starting point but they also have the option of working directly with CSM to progress their commercial approach."
CSM is one of the world’s leading sport and entertainment businesses and operates on every continent with 24 offices in 19 countries, including in the Middle East in Dubai, Abu Dhabi, Doha and Muscat.