In 2023, one-day cricket enjoyed its 60th birthday.

David Tossell has written a book on the evolution of the format. He describes those early days as “nicely naïve”. But, at the same time, they were the foundation for every major innovation in cricket ever since.

These days, the 50-over game is under an existential threat due to the rise of T20. Can it survive, is it worth saving and what would be its legacy?

We discussed all this and more on this episode of Sports Content Strategy

Topics

Why one-day cricket first started? Its early evolution

The formative years of the Gillette Cup

The influence of television on the growth of the game

The cultural importance of the Sunday League

The way it has changed the game’s tactics

The importance of Pakistan and India’s World Cup victories

The game that led to the Duckworth Lewis

Decline and the need for T20

How T20 has affected 50 over cricket

Where the 50-over game fits into the future of cricket

The legacy of one-day cricket

Ricardo Fort has led the sponsorship strategy for brands at World Cups and Olympics.

After a long, successful career with the likes of Coca-Cola and Visa, he has set up his own consulting firm. In this podcast, Ricardo gives straight answers to key questions in sports sponsorship and outlines how content fits in. This is a sophisticated 101 for anyone interested in working in the commercial department at a major sports organisation.

Is sponsorship just about "hanging out with the cool kids"

Does there always have to be a positive financial return?

"The brands want to be relevant, most brands are irrelevant in the lives of people"

Are brand sponsorship decisions emotional?

The best sports sponsorship deal he did at Coca-Cola - The case study of the FIFA World Cup trophy tour

Measurable and immeasurable benefits

What are the Key KPIs and the less important metrics for sponsors?

How can brands be sure about the impact of a sponsorship?

Sponsoring a tournament or event as opposed to a team. What are the differences?

Moving from badging and advertisement to 'clever content'

The value of creating a content strategy that stands out

The comparison between NFL and European football in accommodating sponsors

In NFL, the owner gets the trophy before the players - what does that tell us?

Why the fans police any over-commercialisation in Europe

"All sponsors say they want data, but very few know what to do it."

How can you make a partnership scandal-proof?

How to do your due diligence and protect against future problems

The fans' voice in sponsorship

Sponsorship in gaming and the Alex Hunter deal

Alex Phillips does not look or sound like a revolutionary but his ideas could shake up football.

He spent 15 years at Uefa, including a couple as Head of Compliance and Governance. He was seconded to the Asian Football Confederation for three years and now leads the World Football Remission Fund, a FIFA body administrating how money "stolen from the game" should be returned for its overall benefit.

Phillips has been described as "the most influential football administrator you have never heard of". Certainly, he has an analytical eye and passion for reform.

In this podcast, we discuss good governance, the ramifications of the failed Super League project, educating owners and fans, setting examples and, of course, content

TOPICS

His views on the Super League between its collapse and now - "a great fragmentation"

Uefa's mistake of not making co-efficient qualification 'a red line'

Having the same people governing conflicting tasks

Why regulatory bodies are "not up to the job"

Linking financial control to regulation and its inherent problems

Not restricting finances but restricting player numbers instead

Changing payers and coach's behaviour

Using broadcasters to educate players and fans

"Leadership time is often spent chasing money rather than on sporting issues"

How to change a football reputation - the example of German refereeing

The differing concepts of "cheating"

The values of football's myths and stories. And why owners need to be educated

How television does football's marketing job

The challenge to retain younger audiences whose frame of reference is different

The concept of scarcity in creating sporting interest - 'hats off to the Champions League?"

Working properly with partners and sponsors to grow a sport

Alex's three recommendations to grow football