Cricket aims to bowl over fans in China

So far, much of interest shown in cricket has come from universities, and Glenwright said getting a foothold in schools could make a real difference.

"One thing we've found out is that cricket's value system - the importance of respect for the umpire and good sportsmanship - resonates extremely well with teachers and parents, so how we utilize that can really help our chances of growing the game."

Further cause for optimism comes from the popularity of the game in neighboring countries. "The rise of the game in Afghanistan and Nepal has certainly been driven by the passion for the game in India, so that's a precedent we can exploit," he said.

"The government department responsible for sport in China can see cricket's role in the Belt and Road Initiative to strengthen ties between China and its neighbors, so that's something we'd love to explore."

Speaking at the official launch of OPPO's ICC Cricket World Cup 2019 campaign in London, former England captain Alastair Cook told China Daily that China could yet prove fertile ground for cricket.

"It would reach areas which wouldn't have been possible to reach before and obviously that would be vitally important for the game," he said. "Introducing it to the next generation is obviously important for kids to have fun playing it, so I think it would be exciting."

Cook, aged 34, retired from international cricket in 2018 after a record-breaking career, having cemented his reputation as one of the greatest cricketers of the modern era.

With cricket featuring at the 2022 Asian Games in Hangzhou, and the Kowloon Cricket Club's tradition of hosting the Hong Kong Cricket Sixes tournament, Cook said cricket in China definitely had potential and as one of the game's elder statesmen, it is something where he could play a significant role."I've travelled the world with cricket but never been to China. It would be very exciting," he said.

Cook will be a media pundit for the 2019 Cricket World Cup, and says England are deserved tournament favorites. "They've broken the boundaries and other sides try to copy what England do," he said. "They have home advantage, home conditions and a side playing very well. Everything is aligned for England to do well."

Derek Sun, OPPO's global marketing director, said collaborating with the ICC and the tournament is a great way to connect with cricket's huge fan base.

"More and more OPPO users will pay attention to cricket and it will open the door for our consumers who didn't know about cricket previously," Sun said. "With the charm and sporting spirit of cricket, I believe a lot of new fans will be created by this partnership. It's a win-win situation."

Contact writers at boleung@mail.chinadailyuk.com

Details of the 2019 Cricket World Cup can be found at https://www.cricketworldcup.com/ and the Chinese Cricket Association can be found at https://www.icc-cricket.com/about/members/asia/associate/83