Cricket Canada is focused on building a sustainable system to ensure the future of the sport. The organization aims to move away from the perception of being mere "weekend cricketers" and instead cultivate a strong grassroots system and support the senior national team. Rashpal Bajwa, President of Cricket Canada, acknowledges the need for sponsors to help achieve these goals.
Following a lean period after Canada's last World Cup appearance in 2011, there is some positive news now for attracting corporate funding. The national team recently finished fourth in a World Cup qualifier in Namibia, which allowed them to advance to the ICC World Cup League 2 and regain coveted ODI status. This grants Canada the opportunity to play approximately 40 official one-day contests over the next three years, with the matches being broadcast by the ICC.
Cricket Canada made significant investments in the team by hiring experienced coach Pubudu Dassanayake and organizing lead-up matches overseas. These efforts paid off, and now the 14-member Canadian national team will receive salaries averaging around $55,000 to $65,000. This development enables the majority of the squad to train full-time, a significant improvement from their previous status as "weekend warriors" on monthly contracts.
To secure financial support, Cricket Canada has partnered with Boundaries North, an organization specializing in obtaining public and private sector funding. The potential market for cricket is apparent, particularly among the large immigrant populations from cricket-loving countries such as India and Pakistan. Statistics Canada data reveals that these two nations accounted for over 21% of the 1.3 million immigrants to Canada between 2016 and 2021. With immigration projected to continue growing, capturing this market is a priority for Canadian cricket.
The inclusion of cricket in the Olympic Games, potentially starting with LA 2028, could provide a significant opportunity for sustained growth. Michael Naraine, an associate professor of sports management, suggests that the Canadian Olympic Committee and Own the Podium might invest in grassroots cricket to nurture the next generation of talent.
Cricket Canada is also taking steps to nurture its future talent pool. They have established a partnership with the Global T20 tournament, which allows Canadian prospects to play alongside current national team members and international stars like Chris Gayle and Shoaib Malik. This interaction with professionals during the two-week tournament enhances the players' skills and benefits the Canadian national team.
The GT20 tournament, held annually in Brampton, Ontario, has successfully attracted corporate sponsorship. By utilizing data from a commissioned cricket study conducted by Cultural IQ, the tournament was able to secure funding from corporate sponsors such as TD Bank, Securian Financial, and Gatorade. The study provided valuable insights for engaging the cricket community as consumers and demonstrated the potential for investment in the sport.
Cricket Canada recognizes the need for a comprehensive approach to sustain the sport. This includes strengthening provincial bodies, supporting entry-level programs for youth, and prioritizing the growth of women's cricket. Bajwa emphasizes the importance of expanding infrastructure and creating school programs across the country. The organization is currently in discussions with sponsors across Canada, hoping that these initiatives will be game-changers for the sport's development.