China emerges as key growth market for ICC in bid to expand cricket worldwide

China is emerging as a key target for growth as the International Cricket Council seeks new fans worldwide, its chief executive says.

While South Asia accounts for about 90 per cent of cricket’s billion-plus fans, the ICC is seeking to expand the sport’s fan base by 500 million and sees China’s 1.4 billion people as a potentially huge audience – helped by the steady progress of its women’s team.

“The continued success of their women’s team has provided a major boost to cricket in the country,”...