This case examines the brief history of the Twenty-20 Cup in English domestic cricket. From the outset the cup was seen by managers and stakeholders as an important marketing tool reposition the sport to connect with new audiences and target segments. Nevertheless work remains to be done to address the sport’s wider issues.
|Title of host publication||International Cases in the Business of Sport|
|Editors||Simon Chadwick, David Arthur|
|Publication status||Published - 2008|
Bibliographical noteReference text: Bennett, R. Ali-Choudhury, R. and Mousley, W. (2007). Television Viewers’ Motivations to Follow the 2005 Ashes Test Series: Implications for the Rebranding of English Cricket. Journal of Product and Brand Management (in press).
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- • Innovation
- • Market Research
- • ‘Match-day Experience’
- • Repositioning