Under Durban’s hot afternoon sky, a seven-year-old boy suffered a broken leg in the SA20 fan park just outside Kingsmead. Three plastic stumps stood inside the makeshift net, reflecting a training session more than a pre-match carnival. His father, Shane Vieira, watched closely, giving gentle signals after each delivery. When the turn was over, he slung the kit bag over his shoulder, patted his son on the back and stepped aside – making room for the next eager participant.
There was still just over an hour to go before the Durban Supergiants took on Pretoria Capitals, but Kingsmead was already bustling. The rain continued till morning, the wind was strong and there was a possibility of further disruption due to dense clouds. The prognosis was not good. Yet, instead of looking for a place to hide, the fans headed towards the fan park, where the cricket had already started.
At the stadium entrance, DSG flags and placards were freely distributed along with SA20 bucket hats. A performer on stilts wowed children by blowing bubbles, while queues formed at a counter titled ‘Raining Sixes’. Nearby, kids spin wheels, pick up temporary SA20 tattoos, or stand in line for merchandise; The place was buzzing with activity long before the first ball was bowled. And it’s not just in Durban, the set-up is the same at all SA20 locations.
“The SA20 has definitely evolved, and it’s been an amazing fourth season so far. I’m really looking forward to seeing our boys (DSG) win tonight,” said Shen. “But other than that, just look at the atmosphere – the crowds, the kids. It’s top notch. The most mesmerizing part is seeing the families come together.”
They included Indian-origin South African Kalpesh Jeevan, 51, who had gone to Durban from Johannesburg on a family holiday. One can wait a day on the picturesque beach, kissing the Indian Ocean; Couldn’t do cricket.
“Cricket means the world to South Africa like India,” he said with a smile. “You can feel the vibe here. Everyone is having fun – face painting, T-shirts, activities. More people are joining in, and the crowd has become livelier.”
The conversation ended with a surprise. Although Kalpesh was wearing a Durban Super Giants jersey, he lifted it to reveal a Gujarat Titans shirt underneath, causing laughter from his wife and children.
Given its significant population with roots in the subcontinent, Durban is often referred to as ‘Mini-India’. That connection has found new expression in SA20, where the franchise identity associated with the IPL has brought a sense of familiarity and belonging to many fans.
“When the SA20 started a few years ago, it felt like they were trying to create a South Africa-based IPL,” said 20-year-old Gujarati-born Abhishek, who walked confidently ahead of a group of friends. “I got excited seeing teams like Durban Super Giants and Pretoria Capitals and even coaches like Ganguly involved. It felt like they were taking something from India and adapting it for South Africa – a country with a strong cricket culture. I was really happy when SA20 came here.”
However, for the original South Africans, SA20 has offered something different: a new identity on the global cricket map that they proudly call their own.
“SA20 has become more and more popular,” Shen said. “Everyone watches the IPL. Everyone watches the Big Bash League in Australia. Pakistan has their own PSL. So it’s our own brand, and everyone loves cricket. South Africa is a very strong cricket nation – so SA20 in every way.”
Eighteen-year-old Jackson Neer, who was introduced to the game by his father and grew up watching all forms of cricket, couldn’t agree more. For them, SA20 is not just about the atmosphere, it is also about investment coming into South Africa from around the world, giving it a truly global footprint.
“I think it’s just a huge amount of people coming just to watch,” he said. “When I watch the IPL, I sometimes get jealous because every single seat is full. But in South Africa, you usually see gaps here and there. However, with SA20, every single seat is full – no matter what is happening.”
However, what has stood out most for Jackson this season has been the increase in viewership.
He said, “It brings a lot of viewership to South Africa and a lot of investment in cricket in particular. And I’m glad that other countries have come to South Africa, giving us the opportunity to come together as a global community just to support one team. And it’s amazing to see, as we’ve created an environment for all the people here and around, like, it means a lot to me as a South African, that we can all come and just watch cricket and enjoy. Can take,” he said.
SA20 League Commissioner Graeme Smith confirmed Jackson’s observation during a select media interaction last week, highlighting how ticketing has emerged as a key metric in measuring the success of a season.
Smith said, “Ticket sales are up 27 or 28 percent in the first half of the season. There are four more games sold out than last year.”
How SA20 plans the fan experience at the stadium
In addition to raising the standard of cricket and expanding the pool of international stars participating in the league each year, the SA20 has invested heavily in enhancing the fan experience at the stadium. However, the process is not simple, involving months of careful planning.
In an email response to Hindustan Times, SA20 COO Lynn Nude revealed that preparations for the new season begin immediately after the previous season ends. This involves approximately two months of comprehensive review to capture key learnings, after which planning begins in late March or early April.
“The core of the process revolves around extensive stakeholder surveys,” Naude said. “We incorporate feedback from players, fans, media, commercial partners and venues, giving us a holistic understanding of what is working well and where improvements can be made.”
He said the league’s planning is guided by clear strategic principles.
“In terms of planning considerations, our key strategic anchors are fan-first, digital-led and delivering high-quality experiences across stadium, online and broadcast environments. The insights from our annual surveys, combined with these strategic anchors, guide our decision-making and ensure we continue to evolve while remaining true to the essence of the tournament.
“Being digitally led is particularly important, as it allows us to tell the story of the SA20 spectator experience to audiences who may not be able to attend matches in person.”
Naude said that since its inception the SA20 has aimed to differentiate itself from its competitors by blending world-class cricket with an entertainment-driven match-day experience. In the ongoing fourth season, there has been a conscious effort to increase audience reach along with more affordable ticket pricing to encourage fans to attend with family and friends.
“Our aim has always been to attract both traditional cricket fans and a more casual or social audience,” he said. “With matches happening daily and ticket prices being accessible, we wanted to make it affordable for families and groups to attend multiple matches throughout the month.
“In season four, the fan base attending SA20 reflects a very balanced mix of committed cricket supporters and casual fans. Our match-day offering has been deliberately designed to cater to both groups equally. Importantly, it is a collaborative effort – our commercial partners, franchisees and franchise partners all play a role in delivering the holistic experience at the stadium.”
In fact, Jackson was not alone at the venue for Durban’s game against Pretoria last Wednesday. He had brought a rugby-loving friend with him, who was watching a live cricket match for only the second time in his life – the previous match being the Sharks vs Stormers match a few years earlier.
“I’m a big fan of rugby,” he said, “but it also doubles as a social gathering. There’s a vibrancy, an energy that you feel as soon as you come in. Even if the cricket gets left behind or the games get affected by rain, the culture—the Durban vibe—is something special. That’s why I come today: to hang out with friends, watch some cricket and just relax. It’s an amazing experience.”
Naude underlined that fan feedback has been central to the development of the SA20, revealing that post-season surveys have shown a strong preference for continuity rather than change. The numbers reflect that trust, with more than 90 percent of fans rating the stadium experience as excellent and expressing a clear intention to return and recommend the league to others. He explained that that continuity has helped make SA20 a repeatable match-day experience – an experience that fans now look forward to every January and feel confident offering to first-time or non-cricket spectators.
Two major fan-driven changes were implemented in the fourth season. One was an increase in player engagement, which saw teams working closely with their franchises – hosting post-match signing sessions after each home game. The second was to allow children access to the main play area during the first hour after the gates opened.
To reach a wider audience, the SA20 significantly stepped up its marketing and outreach efforts in the fourth season, with one of the key initiatives being a collaboration with Indian influencers, many of whom were seen engaging with local fans at the venues. With six franchises owned by Indian stakeholders and a strong broadcast presence in the country, the league has consciously leaned towards its long-standing connection with the Indian cricket audience as part of its growth strategy.
Smith added, “We’ve got very strong Indian broadcast relationships and six franchises from India. South African cricket has always shared a great relationship with Indian fans, so it’s natural for us to invest in that market and work with media, influencers and broadcasters to get people falling in love with South African cricket again.”
Beyond the experience and sense of identity among South Africans, this initiative also inspires the next generation of fans, giving them hope, dreams and belief that they too can one day step onto a professional cricket field.
Watching his young son glow with innocent excitement, Shane said, “The SA20 means everything. It gives me the opportunity to bring my son here, let him dream big, and maybe one day we’ll see him play on that field.”
