Major sports events,image projection and the problems of 'semi-periphery': A case study of the 1996 South Asia cricket World Cup

This paper explores the response of the international press to the co-hosting of the 1996 Cricket World Cup by India, Pakistan and Sri Lanka. The event had a troubled background: the shift of power within cricket towards the subcontinent and the consequential commercialisation of the sport were causing some dissension among traditionalists. At the same time there was some instability in South Asian politics, especially between India and Pakistan and because of the civil war in Sri Lanka. While these issues overshadowed the event, some aspects of its organisation were unsuccessful, leading to some negative press coverage. It is argued here, however, that the problems faced by South Asian countries in trying to use this sports event to promote a positive image were further exacerbated by underlying stereotypes and criticisms of South Asian cultures. As such, the paper addresses several important themes relating to major sports events and 'semi-peripheral' countries.