Fall 2020 PCA Magazine

50 PCA The Magazine | AUTUMN 2020 PREMIUMCIGARS.ORG team. The bowler aims to dismiss the batsman and hit the wickets behind him. The batsman seeks to prevent the ball fromhitting the wicket and hits the ball to score runs. Cricket today is played in the following three formats: test cricket, one-day cricket and Twenty20 . Test cricket is a classical formof the game that takes three to five consecutive days for six hours a day, including a 40minute break at lunchtime and a 20minute break at teatime. In 1963, because of modern society’s needs, a new game, one-day cricket, was introduced. One-day cricket, drawing a definite result in a single day (six to eight hours), became themost widely played formof cricket. Twenty20 was established in 2003 to bemore TV-friendly, withmatches running amere three hours, and resulted inmore intense and excitingmatches. Today, 76 percent of viewers prefer Twenty20matches to the other formats. The International Cricket Council (ICC), the supreme governing body of cricket, organizes international cricket competitions, such as the CricketWorld Cup. At the national level, the national cricket board handles sponsorship, selects the national squad, and organizes its home and away tours. There are two strategic groups in cricket matches: national teams, which play in T IS EASY TO THINK of a brand as the colors of your logo, the imagery of your store signage, the style of lettering on your band, but really, what your brand all boils down to is the relationship with the customer. When one also thinks of strong corporate brands, the tendency would probably be to think of Amazon, Apple, FedEx or evenWarby Parker—but probably not a sports league. It may come as a surprise to some, but the third-most watched sporting event in the world is the CricketWorld Cup, which is the international championship for One Day International cricket. With numbers like that, onemay be inclined to believe that cricket, in India, where it is the most popular sport among its citizens, would not need to evolve its brand. In 2007, however, a brand-new national league was created to draw inmore viewers and create an altogether more exciting, entertaining experience for current and future fans. LAY OF THE CRICKET LAND As a brief history, cricket originated in England in the 16th century. Similar to baseball, cricket is a bat-and-ball team sport. Each team is composed of 11 players. The objective of the game is to scoremore runs than the other Outside the I Cigar box BY SCOTT PEARCE Cricketainment Enriching the experience has proven to be an enormous success “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” —Seth Godin