ICC Awards – Best Cricket Promotion and Marketing Programme
Estonian Cricket Association – Pealtnagia Show
Background
The Estonian Cricket Association (ECA) recognised the need to market cricket to the Estonian public to attract new players and spread the game. Most Estonians see cricket as a game played by foreigners. The ECA faced a challenge of how to market cricket to the Estonian public.
Filming the Pealtnagia Show
Andres Burget, a dedicated Estonian national cricket player approached Estonian Television (ETV) on numerous occasions, to film a documentary on cricket in Estonia. After continuously wearing ETV down, with his requests, they eventually agreed to Andres’s request and filmed a documentary for the “Pealtnagia” show.
The show gave a background on cricket in Estonia and the recent successes of the team – Winning a Euro Twenty 20 tournament in Wales and the Helsinki Sixes tournament. The show also profiled some of the players in the Estonian national cricket team and gave it a personal touch.
All the players interviewed during the Pealtnagia show, openly invited Estonians to come and play cricket. Following the show the ECA has more than tripled the player base and now there are more national Estonian players than foreign players.
Conclusion
Thanks to Andres Burget’s continued efforts he managed to get the national ETV to film a documentary, for free and attract fellow Estonian players to come and play cricket.
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