India’s first game of the 2024 T20 World Cup vs Ireland in New York was played in front of many empty seats and the International Cricket Council’s (ICC) inflated pricing and a very subdued marketing plan are the prime reasons for it nowhere close to being a full house. While the grand stands were filled, the premium North and South stands of the venue, with prices around $1,000, had no takers. It wasn’t a pleasant broadcast experience too as there were so many vacant seats around the sight screen at both ends.
Unlike the 2023 World Cup in India, official attendance hasn’t been revealed yet for the ongoing T20 World Cup yet but it’s safe to say there were little over 20,000 fans for India’s opening clash. The ones who attended the fixture weren’t happy with the arrangements and the facilities which they got for the price, and global cricket body needs to up its game to ensure a packed house for India vs Pakistan on June 9 at the same venue.
As of June 6, the match is not yet sold out and there are plenty of Diamond Club ($10,000), Corner Clubs ($2,750) and Premium Club Lounge ($2,500) seats still available. These are the same premium seats which had very few takers for the India-Ireland game, where the prices were considerably lower.
The ICC recently released more General Admission tickets for the high-octane clash and if they fail to fill up the stadium, the move to take World Cup to the USA can safely be termed a disaster. Three out of four India group games were scheduled for New York and the organiser’s struggle to bring crowd for these games reiterates why the rushed effort, without a proper plan and meticulous marketing, has backfired.
“A lot depends on India vs Pakistan fixture. ICC will be left embarrassed if they don’t manage to fill up the stadium for the marquee clash. The success of USA leg is majorly dependent on that match and there is now very little time left for the ICC to turn things around. I am sure the top brass will be very worried at the moment,” says an industry source tracking developments.
India vs Pakistan continues to be the hottest cricketing property and the last time these sides met – at the MCG during the 2022 T20 World Cup and Narendra Modi Stadium during the 2023 ODI World Cup – there were over 90,000 and 1,00,000 spectators in the stands respectively.
Not many are bothered about what’s happening in Florida or Dallas while the attention remains on New York. The pitch, outfield and the logistical nightmares at the Nassau County International Cricket Stadium have been the talk of the town, and empty seats for India games will only make the chatter get louder.
There has been a lot of activity around tickets for India vs Pakistan on social media and surprisingly, sellers outnumber the buyers. If the trend continues, the stakeholders, most importantly broadcaster Star Sports (linear broadcast) and Disney+ Hotstar (digital broadcast) who have paid a fortune for media rights for the ongoing cycle, will be ready with some tough questions for the global body.
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