Building a league from scratch: SA20 and the future of cricket

In this episode of StreamTime Sports, Nick Meacham and Chris Stone sit down with Graeme Smith, commissioner of South Africa’s SA20 league, alongside data and digital specialist Ellie Roach from InCrowd, to unpack what it really takes to launch and scale a modern sports league.

From private investment and broadcast strategy to data foundations, fan experience and the evolving role of franchise cricket, the conversation explores how SA20 has been built at speed and with intent in a changing sports media landscape.

Key Points:

• How and why the SA20 league was created, and what it takes to launch a competition at pace
• The role of broadcast partners, equity structures and long-term media deals in de-risking growth
• Why getting the domestic product right is critical before scaling internationally
• How data, digital infrastructure and first-party fan relationships were prioritised from day one
• What SA20’s approach reveals about the future of cricket, franchise leagues and fan engagement