The International Cricket Council (ICC) is gearing up to introduce blockchain technology to enhance the fan experience.
Cricket, one of the world’s most beloved sports, is embarking on a blockchain journey with the recent announcement of a partnership between the International Cricket Council (ICC) and the Near Foundation in September.
The Near Foundation, a Switzerland-based non-profit organization supporting the NEAR ecosystem, will serve as the ICC’s official blockchain partner until the end of 2025. Their collaboration aims to leverage Web3 technology to enhance fan engagement and support the sport’s growth through digital innovation.
Their first step is a pre-match strategy challenge released before the men’s Cricket World Cup from October 5 to November 19. At the event, fans could test their knowledge in batting, bowling, and fielding, with the winner receiving prizes such as match tickets.
The ICC is also looking for more ways to record and reward fan loyalty, one possible idea being a “fan passport” that can record fan activity through “tamper proof.”
Finn Bradshaw, the head of digital at ICC, said the organization aims to explore new technology to create lasting and valuable experiences for cricket fans.
Meanwhile, Near Foundation chief executive Chris Donovan said he looked forward to seeing how Web3 can make the world of sport more inclusive and exciting for everyone.
Cryptocurrency and cricket
Cryptocurrency, another invention made possible by blockchain technology, is a major player in the sports market. Bloomberg’s 2022 statistics show that various crypto companies have spent around US$2.4 billion on sports sponsorships alone.
Their investment aims to bridge the gap between traditional sports and the Web3 world, where decentralized technology is heralded as the next chapter of the internet.
A case example is the crypto investment platform CoinDCX’s sponsorship during a recent match between Sri Lanka and India.
Another common link between cricket and cryptocurrency is sports gambling. According to Crypto Daily UK, approximately 60 percent of all transactions in the world’s biggest cryptocurrency Bitcoin are related to gambling. This underscores the massive influence of gambling on the cryptocurrency industry.
Gambling, specifically sports betting, has always been a major part of cricket. Bet365, a major online sports betting company, has been a partner of Cricket Australia since 2012.
Additionally, the online betting and gaming company Betway becomes the title sponsor of South Africa’s new T20 league, alongside forging sponsorship agreements with Cricket South Africa and Cricket West Indies.
ICC’s progressive stance
Gambling companies receive prominent brand exposure through sponsorships. This exposure can include logo placement on team uniforms, stadium signage, and promotional materials. This visibility helps gambling companies build brand recognition and reach a broader audience of sports fans.
While certain nations have imposed restrictions on the display of betting logos as on-field advertising, the International Cricket Council (ICC) took a progressive step in March by relaxing its rules concerning gambling sector sponsorships. This change allows international teams to showcase betting brands on their kits, marking a progressive shift within the cricketing community.
There is, however, one notable exception to this rule, which applies to all England teams. The stringent anti-corruption code, administered by the England and Wales Cricket Board (ECB), prohibits the display of logos on shirts and equipment that could encourage betting-related behavior.
As cricket’s collaboration with blockchain technology and cryptocurrency continues to redefine sports sponsorship and gambling. New collaborations bring about exciting new possibilities for fans.
Cricket enthusiasts can now engage in betting for their favorite teams through casino crypto using their preferred cryptocurrencies. Although various casino crypto options are available, a lot of sports betting is done via Bitcoin, as it is one of the most popular cryptocurrencies.
Being the original cryptocurrency, most online casinos recognize Bitcoin as a valid payment method. Some experts even call the token a “reliable store of value” because of the strong market backing the coin.
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