Cricket Australia: How BBL bashed through to a lost generation of Australians

In 2010, cricket was facing a significant challenge. A 'lost generation' of Australians saw cricket as their dad's game, and not for them.

Cricket Australia: How BBL bashed through to a lost generation of Australians

Agency: George Patterson Y&R Melbourne & Mediacom

Advertiser:Cricket Australia

Author: Tom Ward and Meredith Simpson

Total Campaign Expenditure:$2 – 5 million

Strategic communications challenge

Testing times ahead for Aussie cricket

By 2010, Australian cricket was in a spot of bother.

Unlike other commercially successful sports, Cricket Australia (CA) was almost entirely reliant on its international formats for revenue generation – the domestic State competition suffered from low levels of interest and passion, and was losing money. And even internationally, CA was increasingly unable to...

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