Los Angeles Cricket Open

Sports Campaign

Vivien Zhu (CBM), Stephon Jacob (ST), Corey Hambly (CW), Myles Alston (AD), Jessica Rhee (XD)

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Background

Cricket is huge. It is played in over 104 countries and is the #2 spectator sport in the world behind soccer. 

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There has been a $3 Million Bid from Cricket’s international governing body to get cricket into the 2028 LA Olympics. 

Challenge

Get Cricket into the 2028 LA Olympics. 

 

Grow the fan base - attract sponsors. 

Target

Cricket in the U.S has fans but no teams to root for. 

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Audience 1: Half a million diaspora in LA with ties to cricket ties.

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Audience 2: Diehard LA sports fans.

Solution

A Pre-Olympic Cricket tournament in LA that brings the best teams from around the globe.

Idea
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A Cricket tournament in SoFi Stadium, LA that will inspire people to get behind their men's and women's national teams with the hope to get Cricket into the Olympics.

 

LA brings the best teams from around the globe and the home team, Team USA. Americans are as patriotic as it gets and are always willing to root for themselves.

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SoFi Stadium Mockup
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Tickets
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Memorabilia 
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OOH

We know cricket fans from around the world will be flying into Los Angeles International Airport. Our OOH is inviting people to the event starring a USA star player.

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This OOH will create buzz and get our target audiences excited about cricket coming to SoFi Stadium.

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Digital Ads

The screenshot on the left is an ad on Facebook and WhatsApp. We will target fans in Los Angeles, major U.S cities, and countries with participating teams. We will also run banner ads on ESPN, and ads on Waze for travelers when they come to LA. 

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Petition

We want to take awareness to action. Cricket fans can sign a petition to get the mayor of LA on our side. We want to build the hype to convince the International Olympic Committee that we have an audience behind our sport.

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It will be located at the airport and on the game tickets through a QR code.

Partnerships

We decided to redesign the Polo Ralph Lauren to create Cricket Ralph Lauren. We will drop our merch line on Rodeo drive in LA at the Ralph Lauren store the week of the tournament. We redesigned the logo and Cricket Ralph Lauren will create the jerseys for each team in the tournament. 

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Measurement of Success

SHORT TERM

  • Ticket sales

  • Merchandise sales

  • Social media engagement (likes, comments, shares, mentions)

  • Track views on broadcast across all channels

    • Number and geographic reach

  • Celebrity Appearances at the tournament

  • The volume of petition signatures

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LONG TERM

  • Inclusion of cricket in the 2028 Olympics and beyond

  • Increase in children playing cricket 

    • # of cricket programs across the country at middle school, high school, and college levels

    • Performance and development of major league Cricket