Upon assuming the role of CEO at DP World International League HQ last September, David White found his primary focus marked clearly in his in-tray: “crowds.” Whether the word was emphasized with block caps, bold markers, underlines, or exclamation marks remains uncertain. Nevertheless, as Season 2 approaches, it is evident that addressing attendance concerns is a top priority.
White, a 62-year-old with a cricket background, arrived in Dubai after a 12-year stint as the chief executive of New Zealand Cricket. His move was prompted by an offer from Mubashshir Usmani of the Emirates Cricket Board to contribute to the development of the country’s franchise T20 competition, the ILT20.
Despite being in good health operationally, with a successful pilot season and an impressive lineup of players, the ILT20 faced a notable challenge in attracting large crowds. White acknowledged this and emphasized a concerted effort towards community engagement, including ILT20 tournaments with schools and other initiatives.
The second season is expected to feature renowned players like David Warner, Shaheen Afridi, Shadab Khan, and Azam Khan. However, organizers are not solely relying on star power, with a focus on grassroots initiatives such as fan villages, live music, carnivals for kids, and pre-game youth matches.
White sees the ILT20 as a crucial element in the development of UAE cricket, aiming to enhance player performance and raise the game’s profile among the country’s youth. The league’s emphasis on community engagement and grassroots initiatives is expected to contribute to increased attendance and a positive broadcast experience.
A significant move in this direction is the massive billboard at the Dubai International Stadium, championed by White. Measuring 300 meters wide and 16 meters high, featuring Shaheen’s face, it aims to capture the attention of the daily traffic on Dubai’s roads. The organizers believe it might be the largest billboard in Dubai, emphasizing a “go big or go home” approach.
Ishan Chopra, ILT20’s Head of Partnerships, highlighted the uniqueness of the stadium wrap as a branding asset, expressing confidence in its impact. The use of darker colors, fireproof mesh material, and strategic placement are all part of the plan to make it a lasting and repeatable element in future promotions.
While acknowledging the challenges of building rivalries and tribalism in a relatively new league, White is optimistic about the evolution of team dynamics and fan bases over time. The league aspires to offer thrilling, close matches, but White acknowledges that such dynamics develop organically and cannot be rushed.
In summary, the ILT20’s second season aims not only to showcase cricket with star players but also to build a strong foundation through community engagement, grassroots initiatives, and attention-grabbing promotional efforts, ultimately fostering a vibrant and enduring cricket culture in the UAE.
