Advances in technology, especially television technology, have affected the development of contemporary cricket by making it marketable game:
- Cricket boards sold television rights to television companies and reaped profits.
- Television channels sold television spots to companies. They aired their commercials and advertised their commodities to a large number of audience. They made huge profits.
- Continuous television coverage made cricketers celebrities.They became rich. They were paid by cricket boards and also by companies whose commercials they endorsed.
Cricket audience expanded. Cricket was taken to the smaller towns. People could watch and learn by imitating their heroes.- Coloured uniforms, protective equipments, field regulations, and day-night, limited-overs matches have all helped this pre-industrial, rural game to adapt to the changing modern world.
- Balance of power shifted to South Asia as most viewership was from here. ICC headquarters shifted from London to tax-free Dubai.