Challenges and Triumphs: Cricket Journey into American Hearts

In the Baltimore suburbs one late afternoon, the Waltemeyers and their extended family gather for a traditional cookout. They sizzle burgers on the barbecue, let Maryland’s crab cakes aroma drift, and watch stars and stripes flutter nearby. Conversations flow from politics and house prices to Washington DC traffic and family life, reflecting their dynamic interactions. Amidst the lively atmosphere, they spontaneously break out a game of wiffle ball, highlighting their passion for sports. Greg, my American father-in-law’s brother, asks, “Did USA beat Pakistan in the World Cup cricket?”

Sports dominate discussions, swiftly transitioning to Major League Baseball’s Orioles, the NFL’s Ravens and ongoing US Open golf matches. However, the upcoming T20 World Cup Super 8s, where the USA faces England, doesn’t seem to generate much buzz. This highlights cricket’s challenge in the United States. The T20 World Cup, which could have been co-hosted in the US, succeeded from a security and organizational standpoint, though the main event now continues in the Caribbean. Brett Jones, CEO of the T20 World Cup USA organizing committee, praised domestic fans’ passion, hinting at potential for future growth.

Despite these positives, cricket has yet to leave a mark in the American mainstream. The marketing, such as the Statue of Liberty with a cricket bat in a New York Times ad or Sachin Tendulkar batting in a baseball cage, aimed at existing fans. Inside stadiums, organizers missed opportunities to engage first-time attendees and aspiring young cricketers with hands-on activities. The ICC noted a rise in US digital platform engagement, but matches aired only on a cricket subscription channel. Even the USA’s surprise win over Pakistan didn’t crack the top 30 most-watched sports programs.

For cricket to thrive in the US beyond its diaspora, broader media attention and sustained public interest are crucial. Despite strong support from the South Asian community, cricket’s future success depends on capturing wider American interest and attracting new fans.