Icc Appoints Csm For Commercial Drive
The International Cricket Council (ICC) has partnered with CSM Sports & Entertainment division, aiming to enhance the commercial performance of its associate and affiliate members.
CSM will work alongside the ICC to build commercial revenue structures for members and grow the commercial revenue in their countries to help with long-term success and reducing reliance on income from the sport’s governing body.
The ICC’s members are categorised by national cricket governing bodies that are not full ICC members, but where cricket is firmly established and organised. Affiliate members, meanwhile, are those that are neither full ICC members nor have strong organisation or infrastructure, but where cricket is recognised as being played.
CSM stated it will build a commercial and marketing ‘playbook’ for members, which will provide them with theory and practical tools to help improve commercial performance. Following the completion of the playbook, CSM will work directly with a number of members to help implement strategies and tactics.
The work will be led by CSM regional director Mike Davis, who 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 and affiliate members enhance their own commercial revenues.”
Andy Hobbs, the ICC interim head of global development, added: “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.
“Supporting AMs in the generation of non-ICC income stream is hugely beneficial in that process. All members can utilise CSM’s playbook as a starting point, but they also have the option of working directly with CSM to progress further.”
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