The Best Game

SA20 Commissioner and former South African cricketer Graeme Smith on the ambition to create the biggest league outside of India, and why putting on a show off the pitch is as important to attract a new audience.

- Nick Said

South Africa has the potential to create the biggest Twenty20 domestic competition outside of the Indian Premier League (IPL), says a confident SA20 Commissioner Graeme Smith, who also has an eye on shaking up the local entertainment industry.

Former South Africa opening batter Smith, the most successful captain in Test history, is leading what he believes will be a cricket revolution in the country to attract a new generation of fans to the game.

He helped to launch the six-team SA20 (a Twenty20 franchise cricket tournament in South Africa) in 2023 having had only three months to pull together the competition, and while there were some grumbles around the scheduling, the cricket itself was top draw and spectators responded by packing out venues.

The six franchises share owners – and in some instances players – with the teams in the IPL, and this has opened up the massive, lucrative Indian market, which has a seemingly insatiable appetite for the game.

A 10-year deal with Indian broadcaster Viacom18 worth $10 million (R190 million) a season is in place, and including other sponsors, there is already $400 million (R7.5 billion) in committed income over the next decade. That is likely to grow substantially too.

“Closing our broadcasters was important. If we have ambitions to be the biggest league outside of India, to have the SA20 beamed into homes all around the world is crucial to that,” Smith tells FORBES AFRICA.

“Last year we built this product in three months, it was a mad rush. So since then, we have focussed on where we can improve the fan experience and making sure we are consistent and delivering at the same level.