China emerges as key growth market for ICC in bid to expand cricket worldwide

China is emerging as a key target for growth as the International Cricket Council seeks new fans worldwide, its chief executive says.

While South Asia accounts for about 90 per cent of cricket’s billion-plus fans, the ICC is seeking to expand the sport’s fan base by 500 million and sees China’s 1.4 billion people as a potentially huge audience – helped by the steady progress of its women’s team.

“The continued success of their women’s team has provided a major boost to cricket in the country,” ICC chief executive Sanjog Gupta said.

China became a focus market after hosting cricket at the 2022 Asian Games in Hangzhou and through the progress of its women’s national team, which have climbed 10 places in the world rankings over the past two years.

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