Cricket South Africa Targets Indian market to Increase SA20 Tourism

Cricket South Africa is intensifying its initiatives to capitalize on the Indian market in order to boost the viewership of its franchise-based T20 league, SA20, while also strengthening tourism relations between India and South Africa. SA20 commissioner Graeme Smith stated that India is the second-largest market for both CSA and the SA20 league, underscoring its strategic importance.

Smith stated, “In the second season, SA20 attracted an average of 150 million viewers in India. Our goal is if we can surpass 200 million in the third season. Metrics like these, combined with promoting tourism, are critical. We’re collaborating with SA Tourism to strengthen the connection between the two nations through tourism.” 

To capitalise on India’s massive sports media landscape, CSA has secured a decade-long partnership with JioStar, the entity formed from the merger of Star India and Viacom18.

Smith added SA20’s ambition to establish itself as the leading cricket league outside India, particularly in the Southern Hemisphere. Other key international markets include England, the Middle East, Australia, and the US.

Further, he said “While the IPL remains unmatched in scale, we aim to dominate in the Southern Hemisphere and create a product that bolsters South African cricket. This league will strengthen our cricketing infrastructure and national team.” 

The SA20 league is owned by Africa Cricket Development Private Limited, with Cricket South Africa holding a 57.5percent stake, SuperSport 30percent, and former IPL COO Sundar Raman 12.5percent. Additionally, the involvement of IPL franchise holders has remarkably graced the league's credibility.

The six SA20 teams include Durban’s SuperGiants (RPSG Sports), Jo’burg Super Kings (India Cements), MI Cape Town (Reliance), Paarl Royals (Rajasthan Royals), Pretoria Capitals (JSW Sports), and Sunrisers Eastern Cape (Sun TV).

"Similar to the IPL, South Africa has a strong domestic cricket base, quality stadiums, passionate fan bases, and a solid local cricket structure. This foundation is built around local talent, complemented by top international players," Smith said.

Furthermore, he added "South Africa benefits from a good summer schedule and a favourable time zone that aligns well with most global markets. Another key factor is the involvement of six IPL franchises, which are well-established, financially strong, and capable of maintaining competitive salary caps and investing in players." 

Additionally, Smith underscored the league’s financial growth, highlighting that SA20 is increasing budget projections across all metrics. Franchises are adopting a phased profitability approach, and sustained year-on-year growth is anticipated to secure long-term commercial success.

The league has strengthened domestic cricket in South Africa, drawing around 400,000 fans to stadiums last season, an attendance milestone not achieved since the 1990s. This surge in popularity also revitalized opportunities for South African players, with talents like Ottneil Baartman breaking onto the global stage.

Economically, SA20’s impact on the local economy has been substantial. The second season generated USD 238 million for South Africa’s GDP, an increase from USD 227 million in its opening year, according to reports. Gains in employment, GDP contributions, and direct expenditure underscore the league’s importance as a major annual event in South Africa.

Furthermore, Smith added that the CSA wants to establish SA20 before thinking about expanding it with new teams. "We have planned to use the first five years to establish the league and let the franchises grow, as we're still very new. Expansion also depends on having a strong enough player pool to maintain competition. This year is crucial for our growth, as it will help clarify our future vision. We don’t want to expand just for the sake of it; new teams must add value to the event."