New challenges for world cricket order

It is not clear as yet whether Essel is challenging the ICC or just looking at pure business prospects. Whatever be the case, the apex body of world cricket is forced to take note of the group's unusual “business interests”

The new global cricket venture by Subhash Chandra's Essel Group has to be seen in the context of recent happenings in world cricket, particularly in India.

The uncertainty over the functioning of the Board of Control for Cricket in India (BCCI) and the resentment among some boards, particularly the Associates, over the way the International Cricket Council (ICC) is run may have prompted Essel to take on the establishment.

The Essel Group, which floated the short-lived Indian Cricket League (ICL) before the IPL and put it out of business, is quick to deny the IPL-founder Lalit Modi's involvement in its new global vision for cricket.

Subhash Chandra, perhaps, perceives himself to be modern day Kerry Packer, whose World Series Cricket (WSC) showed cricketers how to make big money without conforming themselves to traditional forms of the sport.

Calling it a part of its business promotion plans, Essel has registered companies in Australia, New Zealand and Scotland, the names sounding like parallel boards. It is not clear as yet whether Essel is challenging the ICC or just looking at pure business prospects. Whatever be the case, the apex body of world cricket is forced to take note of the group's unusual "business interests".

The company hastened to say that the new business model has nothing to do with Ten Sports, thus safeguarding its existing interests. The TV network has broadcast rights for South Africa, the West Indies, Sri Lanka, Pakistan and Zimbabwe, saying the channel has nothing to do with the new venture.

The concept of taking cricket too far and wide is an old one. Even Jagmohan Dalmiya, when he was ICC chief, used to talk about taking cricket to the Japanese and Chinese markets. After the ICL fiasco, Subhash Chandra will not jump in without a proper blueprint and execution plan. He will also be wary of the Indian board's potential to sabotage his venture a second time.

The media mogul is frustrated by his unsuccessful bid for telecast rights to beam cricket in India for his Zee TV and its subsidiary Ten Sports and he sees there is no other go except to challenge cricket's established order. There can't be a better way to do it than planning a global Twenty20 tournament.

The group is aware of the pitfalls that pulled the 2007-09 ICL down and gave it a bad name in market as well as among cricketers. Some 50 players are said to have been shortchanged and some of them went into litigation. To assure the players of safeguards this time the players may be given bank guarantees.

The other issue the organisers are taking care of is to have enough grounds to host matches, at least a dozen if their intention is to play home-away matches among some 10 city-based franchises.

The grounds maintained by the state associations affiliated to the BCCI are out of bounds. Interesting days are ahead, but it may not be easy to disturb the world of cricket as it is - more so when India is the real market.

Tailpiece: Subhash Chandra and ICC chairman Narayanswami Srinivasan are old pals and both know a thing or two about business and how to help each other in times of distress.

By Veturi Srivatsa