Cricket, once a refined English sport symbolizing Victorian values, has evolved into a global
sensation and a multi-billion-dollar industry. From being a pastime for Britain’s elite, it has
become the world’s second-largest sport by fan following. So, how did this transformation
happen?
The answer lies in commercialization. It changed cricket forever, bringing it to television screens
and marketing it to larger audiences. As televised cricket gained momentum in the 1970s, more
people started watching, more teams joined, and more tournaments were organized. Cricket
wasn’t just a sport anymore—it became entertainment for the masses. This commercial wave
also shifted cricket’s power dynamics. The sport’s traditional home, England, no longer held the
reins. In 2005, the ICC moved its headquarters from Lord’s in London to Dubai, signaling
cricket’s growing eastern influence.
The shift was particularly evident in India, where cricket exploded in popularity after the 1983
World Cup victory. The underdog triumph became a national fairytale, inspiring millions. Around
the same time, Sachin Tendulkar emerged as a cricketing icon, coinciding with India’s television
boom in the 1990s. Cricket became more than a sport—it was a unifying passion for the nation.
The Indian audience soon became cricket’s largest market, which drew immense financial
investments. By 2008, the Indian Premier League (IPL) was born—Lalit Modi’s brainchild and
now the BCCI’s most lucrative venture. The IPL’s success comes not only from thrilling matches
but also its business model. It’s a carefully crafted package combining high-quality cricket,
entertainment, and glamour. The IPL thrives on the relationship between its core (the league)
and its franchises (teams). The league provides the structure and resources, while the
franchises bring star players, fanbases, and commercial appeal. This mutually beneficial bond
has turned IPL into a global brand.

However, cricket’s journey into commercialization wasn’t sudden. Its first step into the business
world came with Kerry Packer’s World Series Cricket in 1977. Packer, an Australian media
tycoon, was the first to realize cricket’s potential as a profitable enterprise. His vision laid the
foundation for the modern cricketing industry. Today, cricket continues to grow. For example, the
2019 Cricket World Cup saw 703 million viewers—41% more than in 2015—with Indian fans
forming a massive share. This rise in viewership highlights how commercialization has
expanded the sport’s reach.
But while commercialization has brought immense growth, it also poses challenges. The influx
of money and entertainment value has, at times, overshadowed the sport’s traditional
values—like fairness, sportsmanship, and loyalty. Critics argue that cricket risks losing its soul in
pursuit of profit.
As cricket grew more commercialised, players turned into celebrities and, more importantly,
brands. They began endorsing everything from shoes to soft drinks, appearing in
advertisements as often as on the field. While this brought financial security and fame to
cricketers, it also placed immense pressure on them. Players were no longer just athletes—they
were entertainers expected to perform both on and off the pitch. Their schedules became
relentless, packed with matches, promotional events, and brand commitments, leaving little time
for rest and recovery.

Unfortunately, this heavy commercialisation has not been without its drawbacks. Cricket’s
integrity has been questioned repeatedly due to the scandals it has attracted. Match-fixing and
spot-fixing, fueled by the enormous sums of money involved, have tarnished the game’s
reputation. These incidents, where players were caught manipulating match outcomes for
financial gain, have shaken the trust of fans. Cricket, once seen as a symbol of fairness and
sportsmanship, began to be viewed with suspicion.
Moreover, the sheer number of matches played today has led to player fatigue. Cricketers are
expected to compete in multiple formats—Tests, ODIs, T20s, and league games—all year
round. This hectic schedule often pushes them to prioritise lucrative T20 leagues over
representing their national teams. The pride of playing for one’s country has, in some cases,
taken a backseat to the allure of million-dollar contracts.
Another troubling aspect of commercialisation is the widening gap between players at different
levels. While international stars earn staggering amounts through endorsements and contracts,
many domestic players struggle to make a living. This inequality creates a divide within the
cricketing community, where only a select few reap the financial benefits of the game’s
commercial success.
The emphasis on money has also influenced how the game is played and presented. Rules
have been tweaked to make cricket more entertaining for viewers, sometimes at the cost of its
traditional essence. Powerplays, super overs, and shorter boundaries are all designed to create
more excitement and higher scores. While these changes attract audiences, they compromise
the sport’s purity.
Franchise-based leagues, in particular, have altered the emotional connection fans have with
cricket. Instead of cheering for their national teams, fans now rally behind teams owned by
corporate giants. The sense of local and national pride that once defined cricket has been
replaced by brand loyalty. Players, too, are no longer bound by the identity of their countries;
they become global commodities, switching between teams and leagues depending on
contracts.
Despite these challenges, there are still ways to preserve the integrity of cricket while embracing
its commercial growth. Governing bodies must strike a balance between promoting the game
and protecting its spirit. Strong measures are needed to prevent corruption and ensure
transparency in decision-making. Players’ well-being should be prioritised by managing their
workload and providing adequate rest.
At the same time, efforts must be made to revive interest in traditional formats like Test cricket.
These longer formats, with their emphasis on strategy and patience, showcase the true skill of
cricketers and the depth of the game. Promoting these formats and rewarding players who excel
in them can help maintain the balance between cricket’s past and its present.
Cricket is more than just a game; it is a cultural phenomenon that brings people together. For
fans, it is a source of joy, pride, and inspiration. For players, it is a platform to showcase their
skills and passion. However, as cricket becomes increasingly commercialised, it risks losing the
qualities that made it special in the first place.
The challenge lies in finding a way to embrace cricket’s commercial success without
compromising its values. The game must remain a reflection of fairness, respect, and
sportsmanship. Only then can cricket continue to thrive as the beloved sport it has always been.
By striking a balance between tradition and modernity, cricket can stay true to its roots while
evolving to meet the demands of a changing world.
In the end, commercialization is a double-edged sword. It has brought unprecedented success
to the sport, yet threatens some of its cherished traditions. Cricket’s future remains uncertain,
but one can hope that its evolution preserves the balance between growth and values.
Ultimately, cricket’s story reflects the challenges and opportunities of modernization—a game
rooted in tradition, yet adapting to the demands of a global audience