OPINION: WBBL Marketing Sets Standard

There might not have really been much actual substance in today’s WBBL announcement – just one player per team was unveiled, plus the dates and a (somewhat disappointing) TV schedule. But as a the marketing around the event gets serious, the Women’s Big Bash is already looking set to be the Women’s Big SPLASH!

Cricket Australia have form here – the Men’s Big Bash is a tightly coordinated exercise, run under close central control, under the American model of sports franchising, which emphasises the collective health of the competition as a whole, over and above that of individual teams.

And that is one advantage the WBBL has in being a ‘spin off’ of the (M)BBL – the team uniforms look amazing, and are a million miles away from the “50 Shades of Black” we’ve currently got going on in our Women’s County Championship.

Plus CA clearly realises how important it is to show a human side to the corporate identity of the teams. So the Twitter feeds (because… OF COURSE they all have Twitter feeds… and OF COURSE they all look AWESOME) carefully balance the WBBL logo, the team badge and the faces of the key players announced thus far.

All in all, Cricket Australia have done a fantastic job. They realise that WBBL is first and foremost a BUSINESS which needs to be successful in engaging their potential CUSTOMERS – i.e. the fans – and they’ve set the standard which the ECB’s new Women’s Cricket Super League is going to have a hell of a job to follow.

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