Cricket is a sport played and watched by countless millions throughout the world. It is a sport with a long and proud history and one which is imbued with symbolism and values which resonate far beyond the game and which have become powerful cultural statements wherever the sport is played. In recent years, however, cricket's overall popularity has been declining. Spectator attendance figures had fallen to such an extent that as the 21st century began, the England and Wales Cricket Board (ECB) decided that something serious had to be done to reverse this trend and to ensure that cricket remained commercially viable and competitive. Based upon the results of far-reaching market research, the cricket product was extended in 2003 with the introduction of Twenty-20 cricket and since then, a number of other variants including the Stanford 20/20, whose slogan has been used in the case title, have seen the sport continue to diversify and evolve.