Over cricket world cup
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'Once You Create Demand, Optimise It With Supply' – T20 WC Tournament Director On Blueprint To Sustain Women's Cricket Momentum
Over Cricket World Cup: Beth Barrett‑Wild, the tournament director of 2026 ICC Women’s T20 World Cup, said they have been working on a blueprint to sustain momentum in the women’s game, something which was a key learning for her from the 2017 Women’s ODI World Cup, adding that once demand is created, it has to be optimised with supply.
Nine years ago, the 2017 Women’s ODI World Cup in England, which the hosts won in a sold-out final at Lord’s, led to a transformation in perception about women's cricket. It went from a little-known sport into a highly followed one, apart from it being recognised as a commercially viable property – just like how men’s cricket is.
In an exclusive conversation with IANS ahead of the T20 World Cup starting on Friday, Beth said the key lesson from 2017 ODI World Cup was the absence of a follow-on pathway for newly converted fans to watch more women’s cricket and explained the plan about keeping fans hooked to ensure that the momentum from this summer's mega does not dissipate the moment the final ends on July 5 at Lord’s.
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