NEW DELHI: Four seasons into its existence, SA20 has already established itself as one of the most prominent T20 leagues outside the IPL. But for COO Lynn Naudé, the league’s rapid rise has been less about chasing quick wins and more about getting the fundamentals right. From securing a prime South African summer window and putting Proteas at the heart of the competition to creating a strong match-day atmosphere, Naudé explains how SA20 has built its identity and what lies ahead in Season 5.Excerpts
SA20 has grown rapidly in four seasons. What has been the biggest lesson behind that success?
I think probably the biggest lesson is that strong foundations matter more than quick wins. From the very start, we were very single-minded about what we believed success looked like. The fan experience, the quality of cricket and putting South African players at the heart of the competition were all important to us. We wanted to make sure SA20 felt like it belonged to South African fans as a starting point, and then we could take it global from there.I think that’s probably been one of my biggest learnings. If you can get your basics right, the rest will follow from there
How do you keep SA20 distinct in an increasingly crowded global T20 calendar?
T20 cricket has got a unique feeling to it, and that’s possibly a common thread. But I think there are a couple of things that have helped us.First, our window and our ability to secure it in the heart of the South African summer, with great conditions and full stadiums, was a real coup for us. That time of year lends itself to delivering a product that speaks very much to the fans, but also provides a fantastic experience both on broadcast and in the stadium.The second is the quality of the competition. The commitment from Cricket South Africa to make all of its Proteas available to play in the tournament season after season, and to see them compete with the best in the world, means that we have intentionally put cricket at the heart of the product.The third is probably the atmosphere at the venues. I think that’s become something quite synonymous with SA20.If I had to wrap it up, I’d say we’re not trying to be any other league. We’re just trying to be the best version of SA20 that we can be.”
What role has the league played in strengthening South African cricket beyond the professional level?
It has actually been on multiple levels. The intention was for SA20 to almost become a bastion for South African cricket. There was obviously work that needed to be done to strengthen the talent pipeline.But outside of that, if I look back again on the last five seasons, it’s also about the quality of the broadcast, what’s improved in terms of the fan experience within the South African sporting context, our venues, the ways of working and how they operate on a day-to-day basis.There’s also been a lot of knowledge transfer from SA20 into the greater cricket ecosystem, with some of the standards and expectations that we have for the type of product we want to deliver.We’ve had the opportunity to expose a lot of young talent in the sporting industry to our ways of working and the culture at SA20.In the lead-up to the 2027 World Cup, what we’ve tried to do is make sure that the cricket ecosystem, and those who deliver not only on the field but also off it, is better off the back of SA20 and the experience it has brought to the South African cricket landscape.
With overseas leagues expanding, how do you ensure SA20 continues attracting elite international players?
At the highest level, elite players want to play where the cricket is competitive, the conditions are good and the environment is professional. I think that’s something we strive to offer, and I think we do offer all three.Our franchises bring global experience and know how to run teams. The players know that when they come here, they’ll be tested against strong domestic talent and they’ll be playing in front of full stadiums.It’s always surprising to me, anecdotally, when I hear players talk about how important it is to them to play in front of a crowd and how different it feels. I guess when you’re talented like that, you feel appreciated when you’re playing in front of a lot of people.That, coupled with the strong and stable franchise ownership groups that we’ve got, who invest in those players, offers them opportunities.If you have the opportunity to play in the SA20, you also have the opportunity to play in many other places around the world. I think consistency across all of those things will make sure that we remain attractive to players.
Looking ahead to Season 5, what is the one area where you want fans to notice a clear step forward?
Every season we run a fan survey, and it directly shapes what we deliver. Our fans have told us what they want to see more of, and they’ve also told us what they don’t want us to change. Those are the types of things that shape our decisions.Our brand positioning at SA20 is ‘for everyone’, and we take that pretty seriously. On the field, it means competitive, world-class cricket for the dedicated cricket fan. Off the field, it really means a great social occasion for people to come and enjoy the atmosphere, the music and a day out with friends and family.If I have to say what I want fans to take away, it’s that we do hear you, we do listen to what you want, and we will always strive to deliver based on the feedback that fans are giving us.
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