A game for the world: cricket’s growth horizons

By Sanjog Gupta, ICC Chief Executive

This article first appeared in WPP Media's 13th edition of Sporting Nation: Building a Legacy

As the clock struck 9 PM on March 8, 2026, the International Cricket Council (ICC), along with its streaming partner in India (JioHotstar), set a new world record for digital streaming. The final of the ICC Men’s T20 World Cup 2026 had hit 72.5 million digital concurrent users, breaking the global streaming record set three days earlier during the second semi-final. Three of the top four most-watched events on streaming platforms anywhere in the world are now matches from ICC events, which demonstrates the scale that cricket’s pinnacle events deliver. What makes this even more impressive is that the data is only for India, and that the aggregate reach is complemented by a remarkable depth of engagement - each game engages the average viewer for more than an hour, with the total watch-time crossing billions of minutes. No other experience, whether individual or collective, user-generated or curated, real or virtual, comes close to delivering this breadth of consumer attention and depth of fan affiliation.

It wasn’t just the world record viewership that set the most recent ICC event apart. With nearly 1.3 million in-stadia fans attending the tournament, near-capacity attendances for matches not involving co-hosts India and Sri Lanka, and record turnouts to see emerging nations like Nepal, Italy and Scotland in action, the event was a showcase of just how much the sport is loved in cricket’s most passionate market and how there is further headroom for growth provided barriers of entry are lowered and the game is made accessible to everyone.

Beyond the enhanced accessibility, this has also been the ICC’s most global event ever. Beyond growth in cricket’s core markets, the event witnessed more than 100% viewership growth in Nepal, Germany and Japan on ICC’s digital platform (ICC.tv) and delivered significant engagement for custom offerings in Italy, Brazil, Indonesia and China. The ICC levelled up on its social game, too, by delivering more than 15 billion views worldwide and engaging over 300 content creators to generate more than three billion views on platforms where the ICC Men’s T20 World Cup 2026 was “seen through the eyes of others” as part of our initiative aimed at universalising content creation around the event.

The ICC Men’s T20 World Cup 2026 was a bold step towards cricket’s global growth ambitions, where deep local relevance meets wide global significance to power the next era for the sport.

Local relevance, global significance

At the ICC, we are pursuing the clear and compelling vision of making cricket the world’s sport of choice. Achieving that goal demands, along with exciting on-field action, the steady build-up of a global ecosystem that nurtures participation, heightens fan engagement and experiences cultural extravaganzas. We also need to create sustainable commercial partnerships that allow the game to thrive across continents.

Cricket is fortunate to already possess some of the most passionate and deeply rooted fans in global sports. Nations such as India, Australia, England and South Africa lead the list of markets that have long served as powerful engines of the game’s progression, producing generations of players and fans whose commitment defines cricket’s cultural fabric. Yet the future of the sport lies not only in maximising these strongholds but also in expanding the map and taking cricket to new audiences across the United States of America (USA), wider regions of Europe, and further into emerging Asian nations.

The ICC’s approach to this is guided by a long-term strategy that emphasises accessible growth. Developmental programmes at the grassroots level are introducing cricket to boys and girls around the world, while digital platforms are enabling direct relationships with millions of fans who increasingly experience the action through social media and streaming. At the same time, safeguarding the integrity of the game and ensuring it remains fair to all remain central to every step of this journey. Therefore, this globalisation of the game is not simply about geography. It is about ensuring that wherever the game travels, it retains its spirit while adapting to social contexts and localising when it enters new markets or speaks to new people. That balance between tradition and innovation will shape the next phase of cricket’s evolution.

Global events, expanding competition

Nothing illustrates this widening horizon more vividly than the scale and reach of our global tournaments. The ICC Men's T20 World Cup 2026, held in India and Sri Lanka, is a powerful reminder of the sport’s ability to unite fans across borders while highlighting the remarkable breadth of international competition. India is indeed the anchor market of world cricket. Its enormous fan base, financial strength, and time-tested affinity for the sport provide a platform that benefits the entire ecosystem. What is incontrovertibly evident at ICC events, however, is that the ship is sailing far beyond any single location.

The ICC Men's T20 World Cup 2026 saw spirited performances from Associate Nations; teams whose rise reflects enthusiastic investment in development pathways and the truly global nature of the game. Countries such as Nepal, Italy and the USA captured global attention by playing fearless cricket. At the same time, traditional competitors like Sri Lanka and Zimbabwe demonstrated their too often-overlooked pedigree by storming into the Super 8s.

Such moments are more than just upsets on the field; they are signals of a maturing global game. These performances inspire fans in their home countries and shape new heroes in the eyes of future stars, all made possible by giving global audiences even greater access to the global game in their own language and on their own terms. They also strengthen the argument that the sport’s future lies in a broader, more inclusive competitive landscape. ICC tournaments are designed precisely with that in mind, creating opportunities for both established powers and emerging teams to showcase their talent and elevate the global stature of cricket at the same time.

Inclusive growth and the rise of women’s cricket

A central pillar of the sport’s global future is the rapid ascendancy of the women’s game. Over the past decade, women’s cricket has undergone a visible transformation in professionalism and fan engagement. The ICC Women's T20 World Cup 2026, to be hosted in England and Wales this summer, will represent another significant step in that journey. Tournaments like these have been proven to not only provide a showcase for elite performance but also inspire participation from the grassroots all the way up to the professional level of the game.

In this context, India's triumph at the ICC Women’s Cricket World Cup 2025, in the 50-over format and secured on home soil, carried with it enormous value. When a market of India’s scale and influence embraces women’s cricket with such passion, the ripple effects are felt far and wide. For the ICC, this growth is not merely a parallel track to the men’s game; it is central to the sport’s future and part of a much bigger picture.

Investment in competitions and global broadcast exposure is designed to ensure the women’s game reaches new followers and creates stars who inspire the next generation. Our ambition is again clear: a future where cricket is equally accessible and aspirational for players and fans, regardless of gender, geography, race or religion. There should be no barriers to this sport.

Where legacy meets innovation

While expansion is essential, the sport's global growth must remain intertwined with its long history and tradition.

For instance, Test cricket continues to occupy a unique place in the sport’s identity, remaining the ultimate test of skill, endurance and tactical acumen. Historic rivalries between leading nations continue to produce some of cricket’s most memorable contests, and the format retains a loyal following among purists and younger fans alike. The addition of the ICC World Test Championships has added to that cricketing heritage, while providing renewed vigour and context to the red-ball game. In turn, it has ensured bilateral Test series now form part of a larger narrative that culminates in a global final.

This framework has revitalised interest in Test cricket by ensuring that every match throughout the cycle carries weight. At the same time, the ICC continues to nurture the dynamism of white-ball formats, both T20Is and ODIs, which serve as powerful vehicles for attracting new fans and placing us in new markets. The coexistence of these formats is one of the game’s greatest strengths. Together, they offer a spectrum of experiences: the strategic patience of Test cricket, the balance of ODI contests, and the explosive entertainment of T20Is. Maintaining this equilibrium will be central to ensuring that the sport remains both timeless and contemporary, both historic and relevant.

Partnerships that power the game

No modern sport can grow without strong commercial synergies, and cricket is fortunate to work with a diverse group of global brands that share a commitment to its long-term future. Companies such as DP World, Emirates, Aramco, Hyundai, Coca-Cola, and Google have become integral partners in the ecosystem. Their involvement extends far beyond brand visibility; these collaborations help increase our reach, enhance fan engagement, and support development initiatives all over the world.

For brands, international cricket offers a uniquely powerful platform. Its global calendar provides sustained visibility, while its narratives resonate deeply with diverse communities through an unmatched emotional quotient that strikes a chord across continents. It also enables brands to drive multi-modal and multi-dimensional activations to power the delivery of messaging around their brands and products to a deeply engaged and passionate community of consumers.

For the sport itself, these sponsorships provide the resources necessary to invest in global competitions while also focusing on developmental aspects. The relationship, therefore, is genuinely symbiotic. As cricket’s global footprint expands, it offers brands an ever-dynamic stage to connect with spectators across continents as well as draw local meaning from campaigns customised for specific regions, product categories and most of all, audience segments.

A shared future

As cricket continues its journey towards becoming the world’s favourite sport, one truth remains evident: its growth is driven not by islands of excellence and over-indexed geographies, but by the collective passion of its members, players, partners and fans across the globe.

From bustling stadiums in India to new builds in the USA and developing cricket centres across Europe and Asia, the horizons are steadily broadening. From each new fan who discovers the game to every young player who picks up a bat for the first time, access and opportunity belong to all.

The task before us at ICC is to guide this expansion thoughtfully, preserving the traditions that define the sport while embracing the innovations that bring it closer to new audiences and ensure sustainable growth.

If recent events have demonstrated anything, it is that cricket’s potential remains immense. With strong affiliations, inclusive roadmaps, and a commitment towards an impactful global presence, the sport is entering a new era, one where its reach extends further and its depth becomes more significant than ever before.