Mongoose - Cricket Bat

Perhaps more than any other sport, cricket is in the midst of a revolution. Accusations that cricket is boring largely based on marathon defensively-minded innings by the likes of Geoff Boycott - have been banished to the history books thanks to Twenty20, the Indian Premier League and a new attacking instinct that is driving the game.

Not so long ago, cricket was in the financial doldrums as advertising and sponsorship revenues were diverted into football, tennis and Formula 1. Crowds were dwindling and it was difficult to see the sport surviving.

And then 'bang!' - the revolution began and cricket is now cool again; TV sponsorship is pouring into the game across the globe and brands such as MasterCard, Nokia and Reebok are throwing millions at the sport, especially in India. The crowds are returning and the old guard are (reluctantly) drifting away as cricket enters a wonderful new era.

Naturally, products within the game are changing too and the Mongoose cricket bat is a new brand which caters directly for this new, exciting version of the game. With a long handle and shorter but thicker blade, the Mongoose hits the ball with up to 20% more power and has already been embraced by many international cricketers including Matthew Hayden, Dwayne Smith and James Anderson. Mongoose is now the seventh most popular cricket bat in the world which is an extraordinary achievement in such a short space of time.

Innovation is the central message. Businesses must change in line with the new economy, respond to the modern consumers who crave stimulation and develop their products accordingly. Congratulations to Mongoose and their spirit of adventure and fun which typifies cricket's wonderful renaissance.

www.mongoosecricket.com