Photo via Hindustan Times

ICC eyes China's trillion-yuan sports economy as cricket searches for growth beyond its traditional markets

The International Cricket Council is pursuing long-term audience growth in China to diversify away from its heavy commercial reliance on South Asia, where chief executive Sanjog Gupta notes around 90 percent of the sport's billion-plus followers reside. Although the Chinese men's and women's sides currently hold modest T20I rankings of 92nd and 36th respectively, cricket authorities view the country primarily as an untapped consumer base rather than an immediate talent hub.

The ICC relies substantially on Indian broadcast rights alongside event turnover that topped $700 million in both 2024 and 2025, prompting this strategic push to attract fresh viewers, digital traffic, and commercial sponsors.

Rather than pouring resources into grassroots infrastructure first, the governing body is leveraging digital content to build viewership ahead of active player participation. 5 million across a five-year period, representing a cautious test of public interest within an explosive sports sector.