Cricket's T20 World Cup Aims to Conquer American Market

Cricket is embarking on a mission to captivate American hearts and wallets as the T20 World Cup kicks off on June 1 in Dallas. The tournament, co-hosted by the West Indies, brings the best of the sport to a less familiar territory.

The United States will face Canada in the opening match, while a temporary stadium in Nassau County, New York, will host its first of eight fixtures on June 3. Lauderhill, Florida, will also host four matches.

The T20 World Cup is a strategic priority for the International Cricket Council (ICC), which aims to raise the profile of the sport in the lucrative North American market. "This is the start of a journey," said ICC CEO Geoff Allardice. "The awareness that we're bringing in more elite cricket to the USA is something that's been a strategic priority for us."

The journey began with Major League Cricket, which launched in the United States last year, and culminates with the 2028 Los Angeles Games, where cricket will return to the Olympic program for the first time since 1900.

"In the lead up to the Los Angeles Olympics, I think we'll be continuing to try and raise the profile of cricket, not just for the established cricket fans in the USA but for new fans," said Allardice.

The tournament, which counts Jamaican track legend Usain Bolt as an ambassador, is a dream come true for U.S. immigrants, who comprise much of the sport's U.S. fan base. "I mean, (India have) got some of the biggest names in world sport as part of their team," said Allardice. "And to be able to get close to them and see them in action, I think it's an opportunity that's something that comes along (not) very often for cricket fans in the USA."

The ICC T20 World Cup runs from June 1-29.

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