The United Arab Emirates has long been a haven for international cricket, hosting prestigious tournaments like the Men’s T20 World Cup. However, the arrival of the DP World International League T20 (ILT20) in 2023 marked a significant shift, not just for the UAE but for the global cricket scene as well.
Now, with the second season under its belt, the league has successfully surpassed all expectations and become the world’s second most-watched T20 league. It has garnered an astounding viewership of over 161 million in the first 18 matches, with 57% of the audience being under the age of 30. An absolute family entertainment; the league has so far attracted 46% reach from women. The ILT20 has made a profound difference, leaving a lasting impact on the sport and the region.
Life N Style spoke to David White, CEO, ILT20 and Mubashir Usmani, Secretary General, UAE Cricket Board to try and decode the success of the DP World ILT20.
Showcasing the UAE as a Cricket Powerhouse
With tight matches, big sixes and great catches, DP World ILT20 has definitely captured the imagination of the cricket lover across the globe and has solidified UAE’s reputation as a premier cricket destination.
As David White, CEO of the ILT20 points out, the league has already established itself as one of the top in the world, attracting massive viewership and long-term commitments from stakeholders. He says, “We had an incredible player line-up this season with some of the biggest T20 stars representing the six teams. Additionally, the league reached out to various communities in Abu Dhabi, Dubai and Sharjah to create awareness of the world-class cricketing entertainment that the league offers.” This strategic expansion not only elevates the ILT20’s global standing but also opens doors for future partnerships and international collaborations.
Mubashir Usmani, Secretary-General of the Emirates Cricket Board, emphasises how the ILT20 has the UAE has created an ideal setting for world-class cricket. “The UAE already has more than four decades experience of staging world-class events including the Men’s T20 World Cup. The DP World ILT20 has only furthered its strong reputation with the flawless organisation of the tournament for two consecutive seasons.
The players, support staff, franchise management and owners as well as fans from around the world enjoy the best UAE weather during the tournament in a safe and secure environment. Our facilities are second to none and the hotels and infrastructure are absolutely top-class. The players come here with their friends and families and enjoy the full UAE experience which also benefits the hospitality and tourism industry in the UAE.”
Global Recognition and Strategic Expansion
The ILT20 has garnered significant global attention, with the involvement of renowned and diverse figures like American businessman Avram Glazer who owns a majority stake in the popular English football club Manchester United, Indian actor Shah Rukh Khan of Knight Rider group, GMR group among others in team ownership highlighting its growing stature. Mubashir Usmani points out, “All our six owners are well respected and renowned with a very strong regional and global presence. We are grateful for their trust in the DP World International League T20 and through their unwavering support and passion for cricket we have been able to set up a truly world-class tournament which is competed by the best T20 players from around the world.
The DP World ILT20 has already established itself as one of the top leagues in the world and it will only get bigger and better in the years ahead. The league has a massive broadcast following in India and in all cricket markets globally. Our stakeholders and partners are delighted with how the league has grown in a mere two seasons and have made long-term commitments with us. Above all the tournament continues to benefit the growth and development of UAE cricket which is one of our primary goals.”
Engaging the Community and Cultivating the Future:
The ILT20 goes beyond simply showcasing cricket; it actively engages the local community. White highlights initiatives the league has implemented, “We worked hard on creating a vibrant atmosphere across the three venues with a special emphasis on engaging children and families. Children aged 7 to 11 were provided an incredible opportunity to play at the three venues about 90 minutes prior to the start of each game of the tournament.
We had top-quality cricket to showcase throughout the tournament as the six teams fought tooth and nail for the top four play-off positions, the group stage went down to the wire as all teams remained in contention for play-offs qualification till the very last game of the tournament.” These efforts not only boost fan engagement but also nurture the next generation of cricket enthusiasts in the UAE.
Looking Forward: A Vision for the Future
Both Usmani and White express optimism for the ILT20’s future. Usmani emphasizes the league’s commitment to benefiting UAE cricket development, while White envisions the ILT20 becoming even bigger and better, “ The DP World ILT20 is here to stay! Season 2 has been a great success and we have only grown bigger from the inaugural season last year. The teams, players, broadcasters and our partners have all been encouraged by the overwhelming success of the tournament with the fans getting their money’s worth courtesy of the outstanding performances of 100 plus international and 25 UAE players in our 34-match tournament.
The cricketing landscape continues to evolve yet we firmly believe that we have created a big impression on all stakeholders and have cemented our spot in the cricket calendar.
Our broadcast numbers indicate that we were received very well across the world, especially in India where our ratings were even better than last season. We will continue to grow in the seasons ahead and become bigger and bigger in the next five to 10 years. in the next five to ten years.
Owners’ Perspective
Team owners echo these sentiments. The owner of Dubai Capitals & Corporate Chairman, GMR Group, Mr Kiran Kumar Grandhi, whose team found its groove at the right time and secured a place in the finals says, “The International League T20 has grown leaps and bounds over the last two seasons. This is obvious with the massive rise in the viewership numbers in ILT20’s second season.
The Dubai Capitals have also done very well this season, and we are proud about fighting back till the very end to reach the final of the tournament. Complete with vociferous stadiums, world-class players in the competition and closely-fought battles, the last two seasons have helped in the improvement of UAE cricket in general as well. This is evident in the fact that a UAE player (Waqar Salamkheil) won the White Belt (for most wickets) in season 2. This shows how bright the future of UAE can be.”
With its focus on strategic expansion, community engagement, and continuous improvement, there is no doubt that the DP World ILT20 is poised to become a major player in the international cricketing arena, shaping the future of the sport not just in the UAE but around the world and is if viewership numbers are anything to go by it is likely to take significantly less time that it’s more famous counterpart the Indian Premier League.
