ICC's Social Media Strategy Draws Mixed Reactions Over Jay Shah's Prominence
ICC's Enhanced Social Media Presence
The International Cricket Council (ICC) has significantly improved its social media engagement, particularly highlighted by a recent video featuring South Africa's captain Temba Bavuma proudly holding the Test mace. The video showcased a captivating slow-motion tilt, exuding an impressive vibe with players donning stylish sunglasses, creating a unique visual experience. However, a different video titled "day tour" featuring various teams sparked some criticism.
The attitude 😎#WTC25 pic.twitter.com/jYQhDJjFt7
— ICC (@ICC) June 17, 2025
One user humorously noted that ICC chairman Jay Shah appeared in 11 different frames throughout the video, including moments where he was seen walking, embracing ICC members, and presenting the trophy. This led to a playful tag on social media, dubbing it the "Jay Shah Appreciation Society" with just one member.
Some users even queried an AI about Shah's cricketing statistics, asking how many wickets he took or runs he scored, a familiar form of trolling directed at him. Notably, the video indeed featured Shah prominently, with 11 appearances in just 45 seconds.
A fantastic #WTC25 Final at Lord's with the @proteasmencsa lifting the mace on day four after defeating the defending champions @CricketAus pic.twitter.com/sMlDXIhIVe
— ICC (@ICC) June 17, 2025
The reactions from fans and journalists were quite revealing.
hey @grok how many runs and wickets did Jay Shah get in the WTC? https://t.co/K2idUQ1aHu
— Andrew Fidel Fernando (@afidelf) June 16, 2025
Didnt realise the ICC final was Jay Shah v Jay Shah.
— Erika Morris (@ErikaMorris79) June 16, 2025
This video montage looks like it has been compiled by the Jay Shah appreciation society (which has 1 member)
Yes he is the ICC chairman but this post was about the #WtcFinal2025 yet Jay is in it TWELVE times.. https://t.co/mqSQ0fNUJf
It's funny how ICC added more glimpses of Jay Shah than the WTC winning skipper Bavuma in this video! 🥴https://t.co/aY4tHmffqN
— Satish Acharya (@satishacharya) June 17, 2025
Importantly, Jay Shah was elected as the ICC Chair on August 27, 2024, and took office on December 1, 2024, making history as the youngest individual to hold this prestigious role.