Big Bash League should wash its hands of Chris Gayle to avoid tarnishing the brand

Andrew WoodwardThe Big Bash League needs to end Chris Gayle’s participation to keep its burgeoning reputation with fans and sponsors in tact argues Andrew Woodward.

Australia’s Big Bash cricket is undoubtedly one of the top global sports success stories of the last decade. For a new tournament and a relatively new form of a game, it is only outdone by its Indian counterpart, the Premier League, in terms of success when it comes to sponsorship, television audiences and crowd numbers in grandstands.

Its Australian success is due to pure marketing genius. There’s non traditional city colours and names (like, the Sydney Sixers play in magenta rather than the state colours of blue like Sydney FC and the Waratahs); the pricing to attend a match is dirt cheap – $20 for an adult and $5 for a child; the match goes three hours and not eight hours or five days; it is on every night during a dull time on TV; the commentary is good fun and refreshing and, the on screen presentation is way different (like, you never see a score card and the players are ‘mic-ed’ up).

Did I also mention it is fun, exciting and totally engaging. I am a fan and it has grown on me and many others. It is awesome in so many ways – professionally and personally.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Subscribe

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

"*" indicates required fields

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.