Cricket body plans image makeover

Cricket’s governing body, the International Cricket Council (ICC), will announce a root-and-branch overhaul of its structure and image in the coming months.

The ICC, often perceived as stuffy and outdated, will rebrand and is looking at organisations such as UEFA, the Football Association and Fifa for inspiration.

It is expected that the ICC will be split in two. The administration operations will remain at Lord’s cricket ground, but it is understood that commercial activities will move to Singapore, making them more central to other cricketing nations.

A spokesman says: “The new identity for the ICC will come in addition to other changes being made to the organisation to help position it as a strong and powerful governing body.”

Malcolm Speed, the organisation’s new chief executive, also looks set to win more power from committee members.

A source says: “His role will be like that of a company chief executive. Decisions will be able to be made far quicker. At the moment the committee only meets up once or twice a year.”

Speed is drawing up a strategic plan which will presented to the ICC board in October.

Last year the World Sports Group, backed by News Corporation, won the seven-year $550m (&£386m) worldwide broadcast, Internet and sponsorship rights to all events organised by the ICC. It includes the rights to the next two cricket World Cups in 2003 and 2007.

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