Is the US ready for cricket? Latest India soft diplomacy targets American hearts, engagement

The first leg of the T20 Cricket World Cup concluded this week, with eight nations advancing to the next stage in pursuit of the coveted title. An unexpected outcome was that the United States, which is co-hosting the event, managed to defy the odds by being among the qualifiers.

“They’re in the Super 8 now. It’s amazing. We all congratulate them on their success. It’s tremendous, and we cheer them on,” said White House National Security Communications Adviser John Kirby during a press conference on Monday.

Underlying this development is the intense politicking of India’s wealthy cricket body, the passionate lobbying of an increasingly influential Indian diaspora, and the voracious appetite for a share of the lucrative American sporting market.

After many failed attempts in the past to gain mainstream visibility, cricketing nations, led chiefly by India, are trying to make inroads into the American sports scene through this ongoing global tournament.

This marks the first time the US is hosting the global cricket competition, a hugely popular event in parts of the world including South Asia, Britain, Australia and the Caribbean islands that glues millions to their screens.

The 17th edition of the Indian Premier League, which took place from March to May, registered a viewership of 520 million online and 510 million on television screens.

“Cricket is now at a point in its history where it is on the cusp of something significant that could herald a major global breakthrough,” said Simon Chadwick, a professor of sport and geopolitical economy at the Paris-based Skema Business School.

The second part of the T20 World Cup is being held at various venues across the Caribbean, with the final match scheduled for June 29.

The US, who lost