ABSTRACT
Case Summary This case examines the brief history of the Twenty-20 Cup in English domestic cricket. It considers the state of English cricket prior to 2003 when attendances were stagnant and participation in the game was extremely low. The England and Wales Cricket Board (ECB) undertook a significant piece of market research in 2000. From this research it was revealed that the current format of most cricket matches was inaccessible to many and did not appeal to their leisure needs. The introduction of a new competition called Twenty-20 based on this research was extremely popular among general sports fans new to the sport of cricket. The coordinated planning, promotion and management of the event were reasons for this success but it is clear that these competences need to be applied in other areas of the sport for long-term success to be achieved.
