Former Pakistani cricketer Rashid Latif has been actively advocating for the Pakistan Cricket Board (PCB) to prioritize revenue generated from ICC events over other considerations. He emphasizes the significance of India-Pakistan matches and their massive viewership, calling for special attention from the board. Latif proposes increasing Pakistan’s revenue share from the ICC’s Finance Model for 2024-2027 to around 18-20%. He also raises concerns about the distribution of revenue shares based on sponsorship agreements, questioning the dominance of Emirates airline’s sponsorship in the UAE.
Advocating for Revenue Prioritization:
Rashid Latif’s Push for PCB to Focus on ICC Event Revenue
Emphasizing the importance of ICC events, Latif urges the PCB to prioritize revenue generated from these events rather than focusing on other factors like the venue for the Asia Cup 2023.
Highlighting the Significance of India-Pakistan Matches:
Rashid Latif’s Plea for Increased Emphasis on India-Pakistan Matches
Latif strongly believes that India-Pakistan matches deserve special attention due to their high viewership and popularity. He urges the PCB to recognize the significance of these matches and allocate resources accordingly.
Proposed Increase in Revenue Share:
Latif’s Proposal to Boost Pakistan’s Revenue Share from ICC
To further emphasize the importance of India-Pakistan matches, Latif proposes increasing Pakistan’s current revenue share from the ICC’s Finance Model for 2024-2027. He suggests raising the share from 5.75% to approximately 18-20% to better reflect the value and viewership of these matches.
Questioning Sponsorship-Based Revenue Distribution:
Latif Raises Concerns Over Sponsorship-Driven Revenue Distribution
Latif expresses concerns about the current distribution of revenue shares based on sponsorship agreements. He questions the dominance of Emirates airline’s sponsorship in cricket events hosted in the UAE and suggests reevaluating the criteria for revenue distribution.
Viewership as a Key Determinant:
Latif’s Argument for Viewer-Based Revenue Allocation
Latif argues that revenue shares should primarily be determined by viewership figures rather than the value of sponsorships. He cites examples of past India-Pakistan matches, such as the 2011 World Cup final and semi-final, which attracted staggering viewership numbers of 558 million and 495 million unique viewers, respectively.
Former Pakistani cricketer Rashid Latif advocates for the PCB to prioritize revenue from ICC events, particularly highlighting the importance of India-Pakistan matches. He proposes an increase in Pakistan’s revenue share and questions the current sponsorship-based revenue distribution model. Latif argues for viewer-based revenue allocation to better reflect the immense popularity and significance of India-Pakistan matches.
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