Direct exposure

Allow me to introduce you to Manny Ramirez. He is a powerfully built individual who stands 6 feet tall and has a penchant for thick, long, unruly dreadlocks that easily distinguish him from the rest in his normal, very visible environment. He packs a few extra pounds around the midriff and with his physique, this 36 year old Dominican Republic native looks as though he could well be more at home flipping burgers on Santa Monica pier that slugging it out in his real day job. All is not what it seems.

You see, Manny is a sporting superstar in the States. He’s an extremely gifted master blaster who has slammed over 500 career home runs as well as notching up the most career grand slams of any current active player. Did I mention he is not short of a penny either? On March 4th this year this tempestuous but invaluable baseball star signed a two year contract renewal with the Los Angeles Dodgers worth ZAR 450 million. Yep, that’s right, US $45 million for two years! Not bad work if you can get it! His career earnings so far have topped over US $160 million and his latest contract inking soars that figure to well over US $200 million. Don’t forget to throw in many millions more for multiple endorsements and sponsorship deals and I’m sure you get the picture.

A recent hamstring injury temporarily sidelined this powerhouse from some gruelling pre-season training and presented a rare opportunity for him to try his hand at something completely different. DIRECTV, America’s leading satellite TV provider that offers 18 million subscribers some 265 channels, contacted his by now affluent agent and threw down the gauntlet, inviting Manny to have a go at cricket to promote their exclusive Cricket Ticket service. DIRECTV has just entered into a multi year agreement that gives them the broadcast rights for all ICC events, the IPL, Champions League Twenty20 as well as all Australian and South African international cricket. Clearly they needed some headlining star to provide the always welcome, glaring spotlight to advertise their coup. Manny was their man. There are some 800 cricket clubs in the US these days and the strong expatriate population, particularly from the sub-continent, now makes the United States the fourth most lucrative cricket TV market behind India, England and Australia. This expansion in coverage is very welcome news to the reported 10 million cricket watchers residing in America.

Another recently profiled star, also carrying a hamstring injury, was on hand at the Arizona Cricket Club to assist with the promotion. Australian opener Shaun Marsh leapt at the opportunity to travel to the US and meet Manny and pass on a few tips to the iconic ball player. A light-hearted afternoon ensued with a heavily padded Manny awkwardly connecting to a few deliveries dished up by local cricketers whilst being totally perplexed by Shaun’s cricket terminology. Marsh was the obvious choice to participate in the promotion after his success and meteoric exposure in the inaugural IPL for the Kings XI Punjab where he was the highest run scorer in the competition. It will not surprise anyone to learn that the shortest form of the game is enormously popular with American cricket watchers (albeit expats) and is considered the best vehicle by far to excite and interest Americans.

Manny was astounded that batsmen sometimes occupy the crease for up to 6 hours a day enduring intense scrutiny from the opposition. When asked what was the longest time he had spent in the batting box at once, he replied that it was for only 10 consecutive pitches.

Marsh just smiled.