Cricket Australia is currently transforming the sport's demographics and revenues in a case study that every marketer and CEOs should be taking notice of, this Smart Company case study suggests.
It's claimed the transformation that is the Big Bash League has seen big crowds and impressive television ratings as a result of a shift from a focus on older males to younger Australians.
While the introduction of a new game may lead to some branding complexities it's claimed Cricket Australia has employed a series of smart tactics to ensure success.
The strategy has seen not just an array of youth and digitally focused marketing activities but also a new club ownership structure.
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