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Market most talented players are included in the If there is one sport that has the power to national team. Resulting from its team’s generate passion among a majority of Sri successes, Sri Lanka has gained recognition as a Lankans – young and old, rich and poor – it is major cricketing force. Brand SLC has benefited cricket.This intense nationwide interest in the immensely as a result. game, especially when it is played at national level, has given rise to the emergence of a History Superbrand: Sri Lanka Cricket (SLC). Cricket is a Cricket was introduced to Sri Lanka by the game involving 11 players and is thus not a British and was popularised during the brand in itself. SLC, which manages the team eighteenth century. Sri Lanka earned test status and numerous aspects of the game in Sri Lanka, in 1981. The Sri Lankan team has a host of players encounters between traditional rivals. essence that has been inherent in our cricket such as sponsorships and broadcasting rights, is The Sri Lanka Cricket Association (1922- who are considered heroes in the cricketing Due to the introduction of giant screens for decades. Its roots could be traced back to the brand. 1965) was responsible for the game’s world. Some of the big names are Sanath at many local cricketing venues, revenue Mahadevan Sathasivam, Michael Tissera, Duleep Brand SLC falls within the ambit of the administration at a time when cricket was in its Jayasuriya, Mahela Jayawardene, Kumar from advertising is likely to rise. Marketers Mendis, Aravinda de Silva and Arjuna Ranatunga, entertainment business. As such, SLC competes infancy here.The Board of Control for Cricket Sangakkara, Muttiah Muralitharan and are flocking to advertise their products via to name but a few. Mahela Jayawardene and in an industry with other sports such as football, in Sri Lanka (BCCSL), set up in 1984, drafted a Chaminda Vaas. Invariably, these players this medium. Kumar Sangakkara now hold the record for the rugby and athletics, which are considered to be constitution to administer the game and related feature prominently in the world cricket highest test partnership for any wicket in world major spectator sports in this country. It also aspects. In 2003, BCCSL rebranded itself as Sri rankings and bring credit to the national Promotion cricket. Spin wizard Muttiah Muralitharan – who competes with the film industry and TV Lanka Cricket (SLC). cricket team through their individual Brand SLC does not need any promotion. is ranked number one in the world, with over telecasts. Achieving test status was a daunting task and performances. Due to this, the country’s The team’s performance provides ample 600 test wickets – is aspiring to be the world’s TV channels telecasting cricket are very credit should be given to the administration, led brand of cricket gains credibility and publicity. In this regard, SLC is different highest test-wicket taker. popular. Businesses literally queue up to by the late Minister Gamini Dissanayake, which global prominence. from many other brands, because its Creativity and innovation are also brand advertise their products to the wide audiences successfully lobbied the ICC for the inclusion of SLC plans to attract high-profile promotional costs are virtually non- values associated with SLC. Fast-scoring which watch cricket telecasts. Interestingly, the Sri Lanka. In recent times, the ICC has cricketers from overseas to play in the existent. However, SLC has to invest in batsmen lend strength to the batting, whilst wily game has opened up avenues for local embarked on a programme to globalise cricket. country’s premier league. SLC monitors maintaining the standards of the team’s spin bowlers along with consistent seamers add marketers clamouring to gain a foothold in Currently, the number of countries playing the country’s cricket circuit for talented performance. variety to the bowling attack.These values, India’s massive market, which offers a world of test cricket stands at ten.They are England, players to buttress the national squad. The team’s success is the main vehicle inherent in Sri Lankan cricket, make the team opportunity. SLC derives its revenue mainly by Australia, New Zealand, West Indies, South Officials, led by a former national of promotion for Sri Lankan cricket. Funds unique and exhilarating to watch. selling TV-broadcasting rights. Africa, Zimbabwe, India, Pakistan, Bangladesh and captain, monitor games played at invested in maintaining the team’s The Sri Lankan team’s innovative and Leading local brands such as Dilmah and MAS Sri Lanka. school, divisional, district and premier performance could, therefore, be pioneering strategy of scoring rapidly in the first Holdings sponsor the national team, which performance. Officials at SLC who manage the level to identify prospective talent. considered an indirect promotional cost. fifteen overs, in the limited overs game, helped enables them to place their branding on the Product team contribute to the brand’s strength when SLC also exerts much energy to While the bar continues to be raised, the the country to win the World Cup in 1996.The players’ clothing. One Day International SLC, which operates under the aegis of the they plan and implement policies to improve improve the quality of domestic challenge is to meet and exceed the team’s innovation could be equated with the cricket is played over some six hours a day. Ministry of Sports and Youth Affairs, is the team’s performance.The committee cricket. expectations of cricket fans. brand’s innovation, since all strategies are This offers longer durations for managed by a committee which takes administering the game is constantly planning The game’s national administrators adopted at management level.This indicates the marketers to send repeated messages decisions in relation to the management strategic moves that will enable SLC to sustain are planning to invest Rs. 250 million Brand Values maturity of brand SLC. to a captive audience.The intense and promotion of the game in the its performance and ensure that the team to improve school cricket, which A key brand value of Sri Lanka Cricket is competition for advertising during country. continues its winning ways. would ensure a future generation of national pride. More than any promotional www.srilankacricket.lk cricket telecasts is a measure of the Cricket receives publicity on a daily talented players. In cricket, or advertising campaign, the power of the success marketers experience when basis on TV, in the newspapers, via the Recent Developments techniques have to be developed at SLC brand is its ability to project a positive using this medium as an advertising tool. internet and on the radio. Cricket fans Since becoming world champions in 1996, SLC a young age and schools are the image of the country through the quality of have access to a vast pool of information, has striven to sustain its winning ways. Picking nurseries that help cricketers with its cricketing product. Achievements which in turn ensures SLC’s prominence and talent in all departments of the game and the potential to blossom. Investing in Another prominent brand value is talent.The The Sri Lankan team’s reputation has popularity. providing coaching for players are two key areas school cricket is a sound strategy which is Sri Lankans have created immense excitement grown over the last two decades and The product that is Sri Lankan cricket SLC focuses on to sustain the consistency of the certain to strengthen the SLC brand in the long in the game with their talented and stylish SLC’s reputation has been gained comprises two distinguishable team’s performance. Following its World Cup term. Sri Lanka’s school-cricket circuit is vibrant, batting, persistent seam and artful spin bowling. from sustained success, achieved components: the game itself and the victory, Sri Lankan cricket has sought foreign with its highlight being the spate of annual This is not a new ingredient, but rather an at international level since 1996 cricketers – especially their talent, expertise to strengthen its batting, bowling and – a watershed year, when Sri which drives the team’s fielding. Fitness, which is vital to the players, is Lanka won the World Cup. performance. SLC’s performance is also considered very important and receives SLC ensures that the nation’s closely linked with the team’s much attention. THINGS YOU DIDN’T KNOW ABOUT Sri Lanka Cricket SLC plans to invest Rs. 250 million to improve local school cricket. Giant screens have become a hit among marketers at cricketing venues. SLC is contemplating attracting high-profile overseas cricketers to play in the domestic premier league. 88 SUPERBRANDS SUPERBRANDS 89 Market most talented players are included in the If there is one sport that has the power to national team. Resulting from its team’s generate passion among a majority of Sri successes, Sri Lanka has gained recognition as a Lankans – young and old, rich and poor – it is major cricketing force. Brand SLC has benefited cricket.This intense nationwide interest in the immensely as a result. game, especially when it is played at national level, has given rise to the emergence of a History Superbrand: Sri Lanka Cricket (SLC). Cricket is a Cricket was introduced to Sri Lanka by the game involving 11 players and is thus not a British and was popularised during the brand in itself. SLC, which manages the team eighteenth century. Sri Lanka earned test status and numerous aspects of the game in Sri Lanka, in 1981. The Sri Lankan team has a host of players encounters between traditional rivals. essence that has been inherent in our cricket such as sponsorships and broadcasting rights, is The Sri Lanka Cricket Association (1922- who are considered heroes in the cricketing Due to the introduction of giant screens for decades.

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