New Media allows sports brands to benefit by enabling new kinds of interaction between fans, players and clubs. This form of media would have synergies with the target audience of Twenty20 cricket.
The problem with Twenty20 cricket is that there seems to a lack of fan engagement. Mintel (2011) suggests that sports organisations should do more to improve fan engagement, and New Media could bridge a gap between the event and its consumers. It would be recommended that the event could have an application in mobile devices, which has proved popular for other sports and events. This has proved an effective means of communicating digital content such as live scores, future events, team news, interviews, replays, live statistics and social media activity. It would also be a positive move to have free Wi-Fi available at every venue, which would ensure easy access to the applications. This would be relatively inexpensive to set up, but would coincide with the brand personality of innovation and entertainment.