The UAE have welcomed a plethora of international cricket to the region in recent years but still the ECB search for a full Emirati team and a way to activate its youth and the fervent fandom of its population. This at a time when they are enjoying their most successful period on the pitch having qualified for only its second 50-over World Cup and the first World T20 in its history.
A full Emirati team will take time, sure. And the ECB are certainly trying to put in place plans to ensure this with talks of full-time contracts and grassroot programmes all very encouraging.
While that may be a drawn out process, initiatives still need to be put in place if the board’s plans are to be taken seriously.
In an interview with Sport360, ECB chief executive David East reassured cricket lovers that this was indeed the case.
Since we spoke the UAE has secured broadcaster OSN as a lead sponsor and cricket manufacturers SS and I-SPORTS have agreed to sponsor three of the national team’s star players.
The ICC’s commercial general manager, Campbell Jamieson, is encouraged by these partnerships and hopes more are to follow if the UAE is to truly embrace its cricket-loving residence and establish the sport in the region.Speaking to Sport360, Jamieson acknowledged the difficulty of establishing these connections in the country but maintained that it is possible.
“It’s a challenge in this market [to engage cricket fans] and you need partners to work with but it’s something that needs to be harnessed,” said Jamieson. “Not just from an ICC perspective – we have our own events – but also all of the other international cricket that is on here.
“You need to be able to bring to life cricket in the area and get people involved. I don’t think it’s just an issue that relates to cricket in the UAE but I think it’s a general issue related to sport in the UAE. Having lived here for 8 years and having been to the golf and various other sporting attractions that are hosted in the UAE, they have an issue in attracting audiences.
“I think cricket is unique in that it has the opportunity to harness the massive amount of south-east Asian expats over here that love the game of cricket but their biggest challenge is to get them to the games.
“We are working at the moment with OSN and the ECB on some activations and promotions around the World Twenty20. And, they’ll be going out into the communities with some real grassroot promotions. It’s great that OSN have come on board to help everyone do that and to put it all together.”
Again, all very encouraging and proof that action is being taken by those at the highest level in an attempt at securing cricket’s future here.
The grassroots remain a problem, however, with the country’s preference for sports camps over clubs, a lack of a cricketing presence in schools and little understanding of the national team and its stars are all hindrances to the growth of the game. Compared with countries where the sport is thriving, there are lessons to learn and much to gain.
“I think that the PCB and ECB really need to work hard in order to activate the UAE youth [around international fixtures]. Making people aware that there’s a match on, making it accessible getting in and out of the grounds, getting into the schools and getting players to run clinics – it’s as simple as that.
“Just as the ECB does in England and as Australia do when they put on cricket. Make the players accessible and take them into the schools and promote it through the cricket clubs and make people aware of what’s going on.”
Participation levels may be high in those countries but the amount of international cricket played doesn’t come close to that of the UAE. Look no further than Sharjah, Afghanistan’s cricketing home since 2010 and Guinness World Record holder of most One-Day International games, to understand that there is no lack of international cricket held in the country for organisers and sponsors to jump on the back of.
“Most cities in the world are lucky if they get two matches in a calendar year. Lord’s is a great example. You have two Test matches and one ODI every year. Stadiums here host far more than that on an annual basis because of the situations in Pakistan and Afghanistan at the moment and I don’t think that’s been fully harnessed yet," Jamieson added.
Pakistan and Afghanistan’s political misfortunes are certainly the UAE’s sporting gain with both playing all ‘home’ series’ in the country. Add to that the U19 World Cup held here with great success and the IPL games coming to the UAE; and you have some of the most marketable cricket products establishing themselves in the area. The IPL announcement is still raw and the presence of the ICC and the world’s most powerful international board, the BCCI, should be of great benefit for the ECB and one they will surely utilise.
Jamieson hopes that the ECB will improve its communication with other boards and sponsors, adding: “I think from a promotional perspective [international fixtures in the UAE should have an impact]. It definitely should in terms of the fact it brings the world’s attention to the UAE as those games are broadcast throughout the world. It brings the world’s attention to the UAE and to Dubai, Abu Dhabi and Sharjah where the games are played.
“From a global exposure perspective it’s a massive opportunity for the UAE and I don’t think that’s been fully harnessed or realised yet. From a cricketing perspective, I don’t think the ECB has worked hard enough with the PCB and ACB to bring people along, to utilise the fact that the world’s best players are playing in their own back yard and to get locals motivated to attend and to understand the game of cricket."
While it will take a huge amount of effort for all involved to develop cricket in the UAE, the potential reward is huge. Added finances generated through attendances, sponsorship and marketing opportunities could lead to a full-time national side.
Money couldhen t be invested in developing the game across the cultures that reside in the UAE and from the grassroots upwards which can, ultimately, guarantee the future of the game and help establish the board’s desire for a full-Emirati team.
Even if these conversations are in their earliest stages of life, at least they are being held. The fact they are being held owes a lot to the team's superb perfomances and a strong showing in the two One-Day World Cups could accelerate discussions even further.
