Quality of cricket, happy players, good crowds: ILT20 CEO David White defines success for Season 4

As the ILT20 gears up for its fourth season starting December 2, the league finds itself at a pivotal moment in its evolution. With a new window, the introduction of an auction, growing regional partnerships, and an expanding Associate cricket footprint, the tournament is shaping its identity in an increasingly crowded T20 ecosystem.


ILT20 CEO David White, now entering his third season at the helm, has overseen rapid expansion and a bold push into the wider Gulf region.

In this conversation with TimesofIndia.com, he discusses the league’s growth, challenges, commercial realities, and what fans can expect from the fourth season.

Q. How excited are you about the fourth ILT20 season and what should we, as viewers, be looking forward to?

David White: We had ILT20 Season 3 which was actually held in the same calendar year. We've brought the competition forward this year to start in December, which is going to be really interesting to see how that goes in comparison to the other window.

One of the reasons we brought that forward was because of the T20 World Cup, which is being (going to be) played in India and Sri Lanka in February. But leading up to Season 4, we've actually been doing a lot.

The UAE national team has done well, qualifying for the T20 World Cup, playing in the Asia Cup as well. And I think a big part of their success is based on the fact that they've participated in a professional league, ILT20, it has elevated the players' ability and their mental strength. So that's been positive.

But part of ILT20 involves us looking to expand beyond just the UAE. And you would have read about the partnerships we've entered into with Kuwait Cricket and Saudi Cricket, which is really exciting, as we see this league as a key fundamental plank in the development of cricket in the Gulf region, and we're looking to expand.

And of course, we had our first auction as well, which was really successful. I think two of the biggest beneficiaries were the two UAE players who got very good money (Junaid Siddique went to Sharjah Warriorz for $170,000 and Muhammad Rohid went to MI Emirates for $140,000).

So it's been an exciting build-up, teams are here now, they're in the nets, they're preparing. And we can't wait for Tuesday, the 2nd of December, which is UAE National Day. And we play the first game, which is the defending champions, Dubai Capitals against Desert Vipers.

Q. What does the partnership with the Kuwait Cricket Association and the Saudi Cricket Association entail? Then there's a collaborative effort of bringing in players from Africa as net bowlers. What is the thought process behind that?

David White: We were the first Associate country to be granted the ability to host a professional T20 competition. And we see a big role in that as the development of Associate players. And within that is the Gulf region.

Over time, my personal view is that this competition will be expanded to be just not a UAE competition, but it'll be a competition in the Gulf region. So the natural part of that extension is the partnership with Kuwait and Saudi Cricket.

They participated in the auction this year - six Kuwait players and six Saudi players have joined the squads. It's going to be a fantastic opportunity for them to learn from world-class coaches and great players. And that's great for their development.

But we're also helping both of them with the development of their cricket infrastructure and programs. We pride ourselves on supporting the development of other Associate countries. And for the first time, we've got seven young African players who are going to join franchise teams as net bowlers to gain experience. And we see that as a really important role of ours to help develop Associate cricket as well.

Q. Why did you have an auction for the first time?

David White: Yeah, the auction is a really interesting process. First and foremost, by having an auction, we opened it up to the world. Previously players were contracted via agents and we probably didn't have the scope. So we went out to the world, really, and a lot of players applied.

I think the auction was really successful. I think one of the really interesting things about the auction is that it really drives a player's market value. I think it is more a measure of your marketability and your value. So that was interesting.

Great to see the Saudi and the Kuwait players and, of course, the UAE players participating in the auction. So I guess the proof will be in the pudding come Tuesday. But I think that if you look at the squads, they're very strong, very well balanced.

And the great thing about our league is that we've got nine overseas players and the UAE players as well. So the competition is very strong and of a high standard.

The auction drove a fair value, gave more players the opportunity to participate and, of course, gave us a lot more promotion as well. There was a lot of noise around it, so it was great for promoting the league.

Q. Will the auction be a yearly affair or will there be mini-auctions, similar to the IPL structure?

David White: This year, teams had the ability to retain eight players, which is quite a large number. So we haven't decided the process for next year. We'll talk to the franchise teams, get their feedback as well. And then we'll decide what the process will be going forward.

But I'd like to think that there will be some form of auction each year, but it is to be determined.

Q. Going into the fourth season, what is the single biggest strategic priority for the ILT20?

David White: From a success standpoint, this is about cricket - it's about the quality of cricket. We are very lucky in the UAE that we've got three quality stadiums. So the players, when they come here, know that they're going to play on very good wickets, good practice facilities, good grounds with good outfields. So quality of cricket is the key priority for us to ensure that the cricket is very good.

Crowd attendance is important, of course. The ability to generate broadcast viewership pleases us this year, as we've extended our international broadcast footprint. So that's been a real positive. So we're going to be more visible around the world, which I think is great for the league.

But I think coming into Season 4, we're really becoming established as a premier T20 league around the world. So it's consolidation, quality of cricket, and it's commercially imperative to make sure that the franchise teams are generating revenue to make it sustainable as well.

Q. Has the ILT20 grown at the level that you imagined?

David White: I came in Season 2 and I've got to say, the team before me did a remarkable job. To develop - being an Associate country - a league of this stature was a real achievement. Because you don't have that natural (pull), like Australia, England, South Africa, even the West Indies, you've got that core fan base and following. They did a remarkable job getting it up and running and have been really well supported by the franchise teams. And I think that everyone can look back now to the first three years with a lot of satisfaction.

And I think that growing the league into the greater Gulf region is a really exciting development. I think the UAE and the Gulf region has massive untapped potential, incredible wealth (of course, we know), but also passionate cricket people. So I think the potential is huge. And we see ILT20 as a real driver in growing cricket in the Gulf region. So I think it's incredibly exciting and the potential is unlimited.

Q. What is ILT20's identity in this crowded global T20 calendar? How do you differentiate and how do you sell a league to a potential player?

David White: This year playing in December is going to be interesting. We don't really clash that much with SA20 this year (which starts on December 26), maybe a little bit at the end. Big Bash (League) starts, I think, about the 15th [December 14] and of course, it's very challenging because most of world cricket is played in the Southern Hemisphere time zone. With the exception of probably, you know, England, the West Indies a bit.

We play in the winter, which is the same as the Southern Hemisphere time zone. But what sets us apart is the weather and the time of the year.

And I know the fact that the players come here and they're domiciled in one hotel. They don't have to fly extensively from match to match. They really enjoy the fact that they can come to one venue, (get) great facilities, great climate, and a very high standard of cricket with nine overseas players. So I think that stands us apart.

And I think also what also stands us apart is the fact that we really promote Associate cricket. And it's just not all about the four members. And I think that that's really supported by the franchise teams and world cricket as well.

So we've got a unique role to play in the global game and we're delighted with the progress that we've made.

Q. Has there ever been a discussion to change the ILT20's calendar window?

David White: December has traditionally been a Test playing period of time. This year some teams are preparing for the T20 World Cup in India and Sri Lanka, but generally a lot of Test match cricket is played in December. So you're not really clashing with leagues in the Southern Hemisphere, only a little bit with the BBL. But it's going to be really interesting with Australia.

You know, if they do privatise, I'd imagine, the owners of the teams will want access to the best players in Australia. So will they continue in this window? I don't know.

Q. With many franchises owned by IPL teams and owners, do you see ILT20 becoming an extension of the IPL?

David White: The IPL teams and brands have been phenomenally successful. We want them to use their massive global brands. And that's great for cricket. And we want that to continue. In saying that, though, the franchise teams, IPL teams have been very supportive of the development of cricket in this region. And they're nothing but supportive, really. And I don't see a negative with that at all.

Look at Mumbai Indians, they've got presence obviously in the IPL, SA20, America [MLC], The Hundred and here, and that is a natural extension.

Q. What is ILT20's biggest commercial vulnerability right now - broadcast revenue, sponsorship depth or just the franchise economics?

David White: We're very fortunate to have an Indian broadcast partner (Zee) which is very supportive and a big multinational partner (DP World), has been very supportive. So we're very fortunate with that.

It is a challenge for world cricket now that there have been some legislative changes in India (passing of the Online Gaming Bill). And maybe some of the surrogate brands have struggled a bit. So commercially, that is a challenge, but it's not just in the UAE. I think it's all the leagues.

Our biggest challenge, to be quite honest, is we've really got to keep pushing the crowd attendance. Attendance is a challenge, and it's something that we need to drive more and more.

Q. Is the ILT20 and the franchises profitable? If not, when will that be achieved?

David White: I think that all the teams have invested with a long-term strategy, like you'd need to talk to the individual teams about their profitability. But I think that all teams see this as a really sustainable long-term investment, and are encouraged by the fact that we're looking to expand into the greater Gulf region, which, like I said before, this is massive potential, this whole region.

Q. How would you define Season 4 as being a success?

David White: Great cricket, close matches, good scores, good competitive cricket, happy players, good broadcast, good crowds, and big following on our social media platforms. So that will define our success.

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