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Cricket Australia's head of Big Bash Leagues, Alistair Dobson, announced significant growth and the launch of a groundbreaking app aimed at enhancing fan experience through personalisation.
Speaking at the fan experience panel at SportNXT in Melbourne, Dobson shared insights into the league's evolution, its recent successes, and future strategies.
Under Dobson's leadership, the Big Bash League (BBL) has seen a remarkable turnaround, with a 55% increase in Women's Big Bash League (WBBL) crowds and a 24% rise in BBL attendance. This growth is attributed to a strategic focus on family engagement and the creation of a vibrant stadium atmosphere, which has reinvigorated interest in the game post-COVID-19.
Central to Cricket Australia's strategy is the development of a bespoke app, distinguishing itself from traditional cricket apps by offering a highly customised and personalised fan experience. This initiative aims to engage the 'Big Bash generation'(young fans who have grown up with the league)by providing a platform for year-round engagement with their favourite teams and players.
Dobson highlighted the digital gap Cricket Australia aimed to bridge with this app, emphasising the importance of connecting with fans beyond the seasonal play. The app, which launched before the BBL season, has successfully attracted a younger demographic, confirming its effectiveness in engaging new and existing fans.
With the app's ability to offer personalised content, including live scores, streaming, and highlights, Cricket Australia has created a dynamic tool that enriches the fan experience. It supports the league's vision to not only retain but also grow its audience by leveraging digital innovation.
Dobson's remarks underscored the significance of balancing hyper-personalised experiences with the collective joy of cricket, ensuring the game's spirit remains inclusive and communal.
Looking forward, he hinted at ongoing efforts to enhance discoverability and engagement, drawing inspiration from global best practices and technology advancements.
