Belfast Wolves building hype with no home games

How is Belfast's new pro cricket franchise creating hype with no home matches?

Is it possible to build hype around a new professional sport franchise if it does not play in its home city?

Those behind the Belfast Wolves, founding members of the European T20 Premier League (ETPL), think 'yes it is' and they have ambitions to attract new audiences to the sport.

Stormont was packed during a summer of international cricket, but the Wolves are so-far playing exclusively on the road. Its owners hope Belfast will host matches next year.

Until it gets its ducks in a row, the franchise's backers are working hard to get the brand known and build a fanbase.

Creating an authentic connection with new fans

Belfast hosted several big cricket events this summer. Ireland played a test match against New Zealand, one day internationals against India and T20 matches against Afghanistan, all at Stormont.

The Wolves and five other ETPL teams, are all playing in Dublin and the Netherlands, meaning several teams have no home games.

Claire Hughes from En2End sports fan engagement agency said it was "possible to create initial hype around a new sports franchise without it playing in its home city".

Strong personalities, broadcast coverage and good storytelling made this possible, she said.

"However, building genuine, lasting fandom is much harder without a physical presence or shared experiences that allow local people to feel the team genuinely belongs to them," she added.

"There are some interesting opportunities for the Wolves around community engagement, grassroots cricket, fan events, screenings, local partnerships and creating recognisable personalities and rituals around the team.

"The challenge will be translating awareness of the Belfast name into an authentic connection with Belfast audiences."

The fans and potential future Wolves players

Harry Dyer, 20, and Adam Leckey, 19, are young cricketers on the NCU talent development programme.

Harry said there was a buzz around the Wolves but agrees that home games would be key in building momentum.

"Hopefully in future, if Belfast were to have home games with all the facilities that they are planning to get brought in, I think younger kids would definitely follow them and hopefully call the Belfast Wolves their team," he said.

He added that fans may be attracted to the T20 format, which is fast-paced, dynamic and a shorter form of cricket.

"The ETPL is an event as well, it's not just a cricket match. I think that could be a drawing factor for people to come and watch, for example like The Hundred and stuff like that, with live DJs."

Adam watched some Wolves matches in the Netherlands. He said he was hopeful that there would be an opportunity next year to support the team and players in Belfast.

He said cricket was not as big as football and rugby but an established Wolves franchise could boost the sport.

"Compared to the amount of people that play rugby, play hockey, play football, barely anybody plays cricket and something like this could maybe interest people."

'Family, fearless and fun'

Wolves chief executive Neil Maxwell said there was a level of passion in Northern Ireland about the game that the franchise wanted to connect to.

The team's 'catchcry' is "family, fearless and fun", he said.

"If we can make that connection with our audience and with our fans, I think that'll be a real positive for us. I think a legacy there would be to help develop the game in this region," he added.

'Opportunities, not challenges'

The Northern Cricket Union (NCU) is a governing body covering Antrim, Armagh, Down and part of Tyrone.

It has formed a partnership with the Wolves and they share the ambition that the new team becomes "a source of pride and inspiration for young cricketers".

Callum Atkinson, NCU chief executive, said the Wolves represented a significant opportunity, but acknowledged having no home games presented a challenge.

"Every new sports franchise has opportunities and considerations as it establishes itself," he said. "We are focused on building awareness of a completely new competition and franchise.

"For many people, the ETPL and franchise cricket is a relatively new concept, so there is an opportunity to introduce fresh audiences to the sport and create new connections with cricket."

Atkinson added that the first season has been focused on successfully launching the competition.

"We see these as opportunities rather than challenges. Northern Ireland has a strong sporting culture and relatively few major sporting events during the summer months, which creates real potential for the Belfast Wolves to establish a unique place in the sporting landscape."

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