Mike Baird is aiming high. As the recently appointed chairman of Cricket Australia, he believes the sport can become a giant, outstripping the country’s leading football codes.
The former NSW premier is bullish about a game which has, in the past decade, begun to shake off the vestiges of “pale, male and stale”.
New Cricket Australia chairman Mike Baird.Credit: Nick Moir
“I certainly think that cricket has undervalued and underappreciated itself in terms of the broader Australian landscape,” Baird told the Herald and The Age. “It has a significant fan base and significant global opportunities.
“I just don’t think we’ve had the ambition to take cricket where it needs to be. We’ve been taken for granted. I think sports like the AFL have done an incredible job, but I see no reason why we can’t be more successful than the AFL. I think it’s a mindset. It’s also a belief, and it’s the way we go about it.”
In a wide-ranging interview, Baird:
- Believes Australian cricket should be a leading influence shaping world cricket
- Claims India needs Australia, “as much as we need them”
- Questions how best to maintain Test cricket and drive it
- Wants a set date for the Test in each mainland capital
- Says Australian cricket will continue to explore private equity
- Will consider strategic partnerships with overseas T20 leagues
- Wants to increase revenue to invest more in grassroots
- Will maintain the playing ban against Afghanistan in support of women
- Believes “Bazball” is great for the game
Teammates mob Shane Warne after the final wicket falls in Kingston to seal Australia’s famous series win in 1995.Credit: Getty Images
The former banking executive, who is now CEO of Christian charity HammondCare, believes cricket is a fundamental part of the fabric of society, stretching back before Australia was officially a nation. This, he said, is why cricket’s highs and lows captivate the country.
“There are many key cricket moments such as the Centenary Test, and some remarkable victories, like finally beating the West Indies in the West Indies [in 1995],” he said. “The country is glued and gripped.
“But it goes beyond that. When we lost Phil Hughes, it was such tragedy and utter devastation, there was an outpouring across the country that went well beyond [the fact] that sport had lost someone young with so much potential.
“Cricket matters, and it’s the communities and relationships across cricket that came together in so many people’s lives. And I think that’s really a reminder of how important this game is.”
The relationship with India
“Every game, there are hundreds and hundreds of millions of people who are watching. That provides pathways and opportunities, but we also have to shape it,” Baird said. “Australian cricket should be a leading influence. We’re obviously a big part of the history, a big part of success, a big part of the talent. So we need to show that and lead with that.”
Baird pointed to the strong relationship between India and Australia, recently highlighted by Prime Minister Anthony Albanese being feted with a lap of honour in a unique cricket chariot alongside Indian counterpart Narendra Modi. It took place in front of thousands of fans before the opening day of the last Test at the Ahmedabad stadium, named after Modi.
“It goes all the way to the top of the country. But I would say you can’t have a one-handed clap. India can have all the resources, but they need Australia as much as we need them and the opportunities that come with it.
“It’s just not being timid in an ICC context. It’s understanding the true value of Australian cricket, and a determination to play a role, whether it’s supporting the primacy of Test cricket, but also the determination to give every one of our players the best opportunities we can. That’s our role.”
Prime ministers Anthony Albanese and Narendra Modi at a stadium named after the Indian leader in Ahmedabad last month.Credit: Alex Ellinghausen
Raising revenue
In singling out the AFL, Baird highlighted how far cricket had fallen behind the most successful sporting governing body in the country.
After more or less matching the AFL with television deals over the past couple of decades, cricket and every other sport was blown out of the water by the $4.5 billion television deal over seven years signed in September with Channel Seven and Fox.
By contrast, Cricket Australia managed an incremental increase, securing $1.5 billion with the same partners as the AFL over the same period.
Despite the flat TV deal, Baird believes cricket has significant revenue opportunities to invest in attracting new generations to the sport.
“I think we’ve massively underplayed merchandise and the opportunities with merchandise, digital opportunities, growing the game, there’s advertising revenue as part of the broadcast deal,” he said.
“We’re considering fan-experience opportunities, which connect into that digital space. There’s also broader questions of opportunities with other leagues.”
Set Test dates
The determination of the South Australian government to invest in a long-term date for the Adelaide Test, after being lumbered with the West Indies again, this time in mid-January, shapes as the template for a more stable allocation of Tests around the country.
The South Australian government may have set a template for securing set date Tests around the country.Credit: Getty Images
“We really appreciate the South Australian government making that offer, and we want to go to all states and territories, we want to make sure that everyone has a locked-in position,” Baird said.
The Afghanistan issue
Baird said Australia would continue to take a strong stand against playing Afghanistan in bilateral series after the Taliban invasion stripped women of their rights.
“There comes a point where your actions have to reflect women across the world deserve opportunity,” Baird said. “I’ll obviously have the opportunity to connect in with ICC delegates [in July]. I’ll be advocating and pushing the very strong position that Australia feels on this. Importantly, we’re supported by the federal government, who feel strongly on the issue as well.”
The Ashes
Australia’s massive year continues with the men’s and women’s Ashes in England and the 50-over World Cup in India.
“Speaking to some of the players, they’re already itching to get over there,” Baird said. “It has a sense about it. To me, you can almost sense when there is going to be an epic Ashes and it has that feel.”
So can Australia overcome England coach Brendon McCullum’s “Bazball” blitz that has turned England into the world’s most attacking team?
“Their personnel is not dissimilar to what came down to Australia last summer and lost 4-0. It’s a mindset change and approach,” Baird said. “They’ve added a bit of young talent obviously with Harry Brook, but that is a remarkable 12 months of cricket.”
Baird said “Bazball” was already focusing the minds of Australia’s players, and how to counter it.
“Our bowlers would have a lot of pride in ensuring that didn’t happen,” he said.
