Exploring the Advantages, Disadvantages, and Nationalistic Dynamics of International-Level Format Popularity of Cricket
Exploring the Advantages, Disadvantages, and Nationalistic Dynamics of International-Level Format Popularity of Cricket

Summary/Abstract: Purpose – This study is aimed at bridging a critical research gap by extensively exploring the multifaceted consequences stemming from the popularity of cricket driven by its various formats. This exploration is particularly focused on the implications related to the absence of enduring league affiliations and distinct branding strategies. The study’s overarching goal is not only to enrich our comprehension of cricket’s allure worldwide but also to make a substantial contribution to broader conversations surrounding sports sociology, marketing, and nationalism. Design/Methodology/Approach – To accomplish study objectives, an inductive qualitative approach was employed for data collection and analysis. Data were gathered through semi-structured interviews conducted with a total of 32 participants, including 16 experts and 16 fans. The interviews were guided by a well-designed interview protocol, allowing for a comprehensive exploration of the subject matter. Findings and implications – The study’s findings underscore the advantages of international-level format sports like cricket, including global appeal, cultural exchange, traditions, and national pride, while also highlighting drawbacks such as neglect of domestic leagues, athlete hardship, and political influences. The role of nationalism in these sports presents positive aspects like emotional connections and fostering sportsmanship as well as negative ones, including heightened rivalries, intolerance, and player pressure. Limitations – The limitations of the paper stem from the research method, the sample used, and the choice of sport (cricket). Originality – The originality of this study lies in its comprehensive exploration of the interplay between cricket’s diverse formats, nationalism, and marketing dynamics. While this sport’s popularity and the role of nationalism have been examined separately, the study uniquely combines these elements to uncover a holistic understanding of how they intersect and influence each other within the context of international-level format sports.

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