Kicking of World Cup 2011

CWC 2011 is finally here. Four years after its preceding edition which was termed a superflop causing revenue losses to the tune of millions of dollars, we now have before us a tournament that comes at a time when T20 cricket is posing a challenge to ODIs. Reason enough for in the four years that went by, the world has witnessed three T20 world cups and three IPLs that has generated newer and better eyeballs for cricket viewing.

The ICC expects ODIs to gain greater importance after this edition. Cricketing nations like England and South Africa have embraced the 40-over format and Australia have adopted the split-innings format in their domestic tournaments. The expectation of the ICC sounds a bit foolish for it has already expressed that T20 is the way forward for development of the game and it has already confirmed that none of the Associate nations will be playing the 2015 edition. Which brings us the question of whether we can expect teams like Kenya, Ireland, Netherlands and Canada to play the T20 WC in 2012 ? With the IPL first promising to take the game global and later failing in it, it is up to the ICC to ensure that the Associate nations get a fair deal. World Cups generally happen to the last major international tournament for many established players. For Javagal Srinath it was 2003, for Glenn McGrath it was 2007, for Muttiah Muraidharan it will be 2011 and for Sachin Tendulkar it is expected to be 2011. For the associate nations, 2011 is their last.

Marketers are already in action lining up a list of promotional campaigns to push their products to potential customers and attract new customers during the next two months. Hyundai and Coca Cola are two of those who are cashing in. In smaller towns like Trichy in Tamilnadu, Cycle brand of agarbathis initiated a signature campaign to wish the Indian team luck. The tagline of the campaign went “Everyone has a reason to pray”. Newspapers are running high with special marketing supplements and indeed there is something in this world cup for everyone.

An hour from now, the first ball will be bowled when India and Bangladesh take the field in Mirpur. All eyes will be on the man who is at yet another peak of his cricketing career with the most number of World Cup runs. All set for the next two months.