Japan's Asian Games cricket strategy serves as model for ICC Associate Members

The International Cricket Council (ICC) has identified the Japan Cricket Association’s strategy during the Aichi-Nagoya Asian Games as a successful model for other Associate Members. Rather than treating the Games as a standalone competition, Japan utilized the event to build long-term cricket infrastructure, secure government and commercial partnerships, and increase international visibility for the sport.

A key component of this strategy was a landmark men’s T20I fixture between Japan and India at the Sano International Cricket Ground. The rain-shortened, five-over match saw India win by two runs and drew a record 2,149 spectators, with tickets selling out rapidly.

Abhiram Singh Yadav, a representative for Associate Members on the ICC Chief Executives’ Committee, noted that Japan successfully integrated the Asian Games with international cricket, media engagement, and community involvement. ICC Chairman Jay Shah also praised the initiative, stating that Japan “made the opportunity count” by turning the opening of new international connections into practical growth for the game.