When Johnny Grave took over as CEO of Major League Cricket (MLC) earlier this year, he stepped into one of the most ambitious sports ventures in the United States. With cricket’s global footprint, Olympic inclusion on the horizon, and surging investment in American infrastructure, the timing couldn’t be more significant.
In an exclusive interview with cricexec, just weeks into the job and on the eve of announcing the 2025 season, Grave laid out his bold plans to elevate MLC into a leading global T20 league while transforming the cricketing landscape in the US.
“Taking the second biggest sport in the world into the biggest sports market in the world was just too much of an exciting opportunity to turn down,” Grave said during the interview.
Building on momentum
Grave comes into the role with deep experience, having spent over seven years as CEO of Cricket West Indies and previously holding senior commercial roles at Surrey County Cricket Club and the Professional Cricketers’ Association. While he is new to the American sports landscape, Grave said he sees MLC as a project unlike any other.
“It very quickly became apparent that this was a unique opportunity,” Grave said. “The vision of the ownership group and the project is part of a billion-dollar investment in the sport in this marketplace.”
That investment is already visible. Season three of Major League Cricket will launch on June 12 and feature 34 matches across three stadiums.
“Playing in permanent stadiums with lights allows us to stage games at night, which is important for fans attending after work or school,” Grave said. “We’ve also made sure the schedule doesn’t conflict with the Hundred or CPL, creating a clear window in the Northern Hemisphere summer.”
From six to ten: A league expanding quickly
Grave’s mandate includes overseeing MLC’s transition from a centrally-run league to a team-driven ecosystem, more akin to traditional US sports leagues.
“We’ve moved from a founder ownership model to a co-ownership structure, with teams owning the league,” Grave said. “Now the vision is for teams to develop their own home grounds and build local fan communities.”
The current six-team league is set to expand to eight by 2027, with two additional franchises already in the pipeline, and then adding two more soon after that: “Very quickly over the next few years, we’ll become a 10 team tournament.”
This rapid growth reflects confidence in both the market potential and the structural groundwork laid by MLC and its investors.
Grave emphasized the importance of creating vibrant, team-centered ecosystems. “This isn’t just about Major League Cricket,” he said. “These venues can become hubs for Minor League teams, youth programs, and grassroots development.”
It’s about building a strong, local home fan base, Grave added. That means investing in facilities, year-round engagement, and ensuring the infrastructure is there not only for match days but for sustained cricket activity throughout the year.
“Teams [should] develop their own home grounds, start to build that unique environment for their fans and build that community so that we can really build out a big strong local home fan base.”
A domestic pipeline with Olympic ambitions
While international stars have attracted headlines, Grave is equally focused on the domestic talent pool and the pipeline that supports it.
“We want a thriving pathway where our players can be actively involved in high-quality cricket within the US,” he said.
Minor League Cricket, which features 25 teams playing across regional zones, serves as the proving ground for emerging American talent. The structure is designed to create a high-performance environment for domestic players, many of whom aspire to move up into Major League Cricket and ultimately Team USA.
“If the US national team teams – both the men and women – can really build and grow, the opportunity for them to be medal prospects in LA 28 is going to create a huge halo effect for the sport in this country.”
He envisions top international teams coming to the US not just to play each other, but to play against the US national teams—raising the level of competition and visibility.
“The goal is to create a clear, visible pathway for boys and girls across the country,” Grave said, “so they can see that playing for Team USA is a real, tangible opportunity.”
Grave also underscored the importance of year-round cricket, whether outdoors in warmer regions or indoors during the winter months. “Kids need to know there’s a structure that will support their development and a path that leads to real professional opportunities.”
Growing the fan base: coast to coast
Grave acknowledged that he’s still new to the US market, but his instincts are already guiding MLC toward a dual fan engagement strategy.
“We want to attract as many fans as we possibly can,” he said. “And our message to the core cricket fans (from South Asian, Caribbean, or British backgrounds) is: bring your friends.”
Grave sees community-driven fandom as the bedrock of MLC’s future. By assigning permanent home bases to teams, the league hopes to replicate the loyalty seen in other US sports.
“We’ve seen it already with the Texas Super Kings,” he said. “We’re starting to build a loyal fan base in Dallas. Our aim is for every summer to feel like a can’t-miss event when Major League Cricket comes to town.”
Media partners and the power of Willow
One of the advantages MLC enjoys is the backing of Willow, the go-to cricket broadcaster in the US Grave was effusive in his praise for Willow and its role in building cricket’s media footprint across America.
If you’re already a cricket fan in the US, Willow is your home, according to Grave.
“We are blessed with a really fantastic local broadcaster in the United States with the Willow Group who get behind cricket so much.”
Grave is in awe at the amount of cricket Willow makes available: “if you are already a cricket fan you can go to Willow and watch an unbelievable amount of cricket live in the US – probably more than you can in any other part of the world.”
That level of access makes it easier to convert casual fans into loyal followers—and to ensure that MLC matches are front and center throughout the season.
Commercial traction and long-term ambition
Grave brings a strong commercial background to the role and sees both sponsorship and media rights as key growth drivers for the league.
“The cost of developing and maintaining cricket stadiums is significant,” he said. “But it shows the seriousness and intent of our investment group.”
He pointed to the growing family of MLC sponsors, led by title partner Cognizant, as a sign of momentum.
“We’re blessed with Cognizant as a fantastic league partner,” he said. “And we’re seeing sponsors who don’t just want to attach their name—they want to activate, grow with the league, and engage their customer base.”
Grave is optimistic about the broader sponsorship landscape in the US, calling it “the most sophisticated sports market in the world when it comes to the commercial side.”
“I think the strength of the sponsorship market generally and the culture of brands who use sports to add to their marketing mix is so strong… there’s just an innate knowledge amongst brand marketers and marketing directors and CEOs that sport can be a fantastic platform for their business.”
MLC’s ambition is clear: to become one of the most commercially successful cricket leagues globally.
“Outside of the IPL, I think we can become the number two (cricket) league in the world when it comes to direct sponsorship revenue,” Grave said.
That’s a massive goal—but Grave believes it is achievable.
A new chapter begins
In many ways, Grave’s arrival signals a new era for cricket in America—one defined by infrastructure, fan-building, and long-term ambition.
The upcoming season is shaping up to be MLC’s most ambitious yet, with matches on both coasts and more opportunities for fans to engage.
“The best cricketers in the world are coming to town,” Grave said. “And they’re playing under lights, in proper stadiums, in a compact, high-energy tournament.”
Grave is entering this new role eyes-wide-open about the challenges ahead: “It’s going to be a big learning curve for me,” he admitted. “But it’s a great opportunity. And I genuinely believe this league can change the future of the sport in this country.”
With a clear vision, committed ownership, and growing momentum, Major League Cricket under Johnny Grave is aiming not just to grow, but to thrive—and redefine what’s possible for cricket in the world’s biggest sports market.
Name of Author: Cricexec Staff
