Of course, the sports that command huge television income are virtually immune from recession, but even in international cricket, arguably the poor relation of major sports, the income generated within the game is mind-boggling.
This seems a far cry from grassroots cricket where it is no secret that over the past few years administrators have struggled to attract the levels of sponsorship needed to take the game to a higher level. Cricket Ireland owes much to main sponsors RSA and the Northern Cricket Union has had a happy relationship with Ulster Bank despite the bank’s well-publicised struggles in the wider business community. Hopefully both will get the commercial returns their loyalty and vision deserves and hopefully cricketers will support their main sponsors and not just take it for granted.
Over the years local cricket sponsors have been twofold. They back a local club or through the endeavours of a “Union Man” they support one of the NCU competitions. In this respect the Union has received remarkable loyalty down the years as some of the sponsors go back several decades and it is refreshing to see clubs like Ballymena look outside the box and sponsor a youth competition. Many of these sponsorships have been built on personal connections in the business world, some relating to cricket officials long retired from active participation. In an era where a small number of people lambast union officials for trivial errors rarely do the same people give credit for the huge volume of voluntary work that goes on in the background to make the union tick. Securing sponsorship is one of those vital areas taken for granted and if a “Suit” appears indulgent downing his gin and tonic in the sponsor’s tent then back off as he has earned it!
With this background it is refreshing to see cricketers who have been successful in the business world step forward and support the game from which they got so much enjoyment. Unfortunately too many take a detached stance and while this is their prerogative, without sponsors our game cannot move forward. They are the most important revenue insertion on the Balance Sheet and while the NCU doesn’t need to make huge profits it does need to balance the books.
The new RSA Interprovincial Series is a huge initiative on Cricket Ireland’s pursuit of test status and while critics might laugh at the audacity of Ireland to think in such lofty terms you have to have ambitions or you get nowhere. Better to have tried and failed than never tried at all. If the truth were told the same sceptics were anti professionals, anti limited-overs cricket and anti just about everything. But Irish cricket now has some very capable people at the helm on and off the field and the future looks good albeit not without its challenges. The Interprovincial Series is another step in the right direction and to make it a success the players and provincial unions have to buy into the concept 100%.
Monday will see the Northern Knights open their campaign at the Hills against the self-appointed favourites Leinster Lightning and they will have the support of a new sponsor Horwood Neil Holmes, through the good offices of Civil Service North’s Wayne Horwood. Wayne has been one of the best club players of his era with highly successful stints at Queen’s University, Woodvale and Muckamore on his CV, but his firm’s sponsorship of the Northern Knights highlights the significant value cricketers in the business community can bring to the game as we move into a challenging and exciting new era. The Belfast firm specialise in a range of business advisory services and while we are extremely grateful to them for their sponsorship they are in business to do business so let’s hope cricketers do something in return. If we really appreciate sponsorship then we should reciprocate. NCU cricket owes a huge vote of thanks to Wayne and his partners for their support and in return we need to cement the relationship and ensure the bond works both ways.
The Northern Knights are up and running and main sponsors Horwood Neil Holmes are welcome Knights of the NCU Realm.
Clarence Hiles
Editor
