Chapter 18: The Changing Demands of Leisure Time: The Emergence of Twenty20 Cricket
David Paton and Andrew Cooke INTRODUCTION For the most-gifted individuals, cricket can offer an opportunity to earn a living. The very best can also enjoy the additional opportunity to attract lucrative sponsorship deals to supplement their income from playing professionally. Most people who have an interest in the game have to be content with treating cricket as a leisure outlet, either as an active pursuit within a local team or more passively by attending matches as a spectator or by following the game via the media (for example, television, webcasts, radio, newspapers, dedicated magazines and so on). One of the key characteristics of cricket is that potential spectators need to invest significant amounts of leisure time in order to watch a game relative to football or rugby. Prior to the advent of one-day cricket in the early 1960s, professional cricket matches were played over several days. Even with the advent of a one-day format (which provides spectators with the opportunity to see the game start and to reach a conclusion within a day), attendance at a cricket game still carries a high opportunity cost. For some individuals this can be seen in terms of forgone earnings, for example overtime wages or the remuneration from a second job. For others, with no intention of working beyond their contracted hours, this opportunity cost can be seen in terms of either forgone non-market work (for example, decorating or mowing the lawn) and/or other leisure activities that might have been undertaken instead (for example,...
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