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ICC looks to cash in on Twenty20 cricket’s booming popularity

ICC looks to cash in on Twenty20 cricket’s booming popularity
May 15, 2016
LONDON (92 News) – Following the rising popularity of the game’s shortest format (Twenty20), the International Cricket Council (ICC) looks to cash in on the booming popularity of the Twenty20 cricket. The ICC has opened discussions with broadcasters about organizing World Twenty20 tournaments in 2018 and 2022, meaning that the event will be played every two years. Such was the success of the World Twenty20 in India recently that the ICC does not want to wait another four years for the next tournament, which is due to be staged in Australia in 2020, and is exploring holding extra editions. The recent World Twenty20 was hailed by the ICC for bringing in record television ratings. The group match between Pakistan and India was watched by 83 million people and in this country the pulsating final between England and West Indies brought Sky Sports a peak of 2.45 million viewers, the channel’s highest rating for a cricket match. Adding another two World Twenty20s would add to fears from traditionalists of a further squeezing of Test cricket but the shortest format also brings in the finances that will enable loss-making Test series to be held by poorer nations. The ICC’s annual meeting will also discuss a new system of promotion and relegation for Test cricket as the game faces its biggest shake up.
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