It’s become abundantly clear to all and sundry that India remains the owner of cricket.
An astonishing 85 cents of every dollar generated from the sport originates from the Indian market, and it only makes sense that a nation of 1.4 billion, where “cricket is a religion,” holds the lion’s share.
Enough with the tedious anecdotes for now, but this point is crucial.
The theme of “when India wins, everyone wins” was palpable throughout the recently concluded Border-Gavaskar series.
In today’s world, where everything is assessed through the lenses of broadcast revenue, sponsorship deals, and player contract values, it’s only natural for networks like Fox and Channel 7 to trot out familiar narratives about stars like “King Kohli” and “young superstar Jaiswal”.
There are compelling reasons why this content strategy works so effectively.
Kohli, one of the game’s all-time greats, is a charismatic figure who plays the game with an intensity that some view as godlike while others see him as a quintessential villain.
This villain archetype drives engagement – just ask renowned filmmakers like Baz Luhrmann or Quentin Tarantino. In many ways, this series felt like the ultimate soap opera, featuring all the drama one could imagine.
However, this content approach has become so entrenched and profitable that it’s hard to envision any alternative means to promote the sport.
Broadcasters and individuals alike seem so addicted to their reach that they’ll go to great lengths to support their agenda.
By the end of the series, Fox commentators like Adam Gilchrist and Mark Howard appeared to favour the financial bottom line over fair and balanced commentary, making it difficult for an Australian audience to hear an all-time great like Gilly seemingly cheer for the opposing side.
Culturally, South Asians tend to be highly emotional – a broad generalisation, perhaps, but it’s evident that Indians are quite sentimental.
They idolise those who achieve greatness, clinging to their heroes with fervour. In a nation where life can be challenging for many, those who succeed offer hope, a powerful force indeed.
India players form a huddle. (Photo by Morgan Hancock – CA/Cricket Australia via Getty Images)
Thus, when Australians like Gilchrist extol the virtues of their fearless leader Kohli, it naturally amplifies reach, reinforcing this relentless money-making strategy.
This dynamic is entirely reasonable. Yet, there’s an irony in how Australians often prefer to downplay the achievements of their own athletes, contrasting sharply with the earnest and unreserved passion Indians have for cricket.
The realm of cricket ownership is intricate. Historically, England held sway until the advent of Kerry Packer’s World Series Cricket, after which Australia took the reins until the rise of the IPL.
As Australians, we can’t simply dismiss this new regime, rather, we must accept that India is likely to maintain its grip on cricket for the foreseeable future.
Perhaps that’s not such a bad thing.
All we can do is appreciate the game for what it is and embrace the vibrant landscape that cricket has become.
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