Pakistan, Sept. 19 -- China is emerging as a key target for growth as the International Cricket Council (ICC) seeks new fans worldwide, its chief executive says.

While South Asia accounts for about 90 percent of cricket's billion-plus fans, the ICC is seeking to expand the sport's fan base by 500 million and sees China's 1.4 billion people as a potentially huge audience helped by the steady progress of its women's team.

"The continued success of their women's team has provided a major boost to cricket in the country," ICC chief executive Sanjog Gupta told.

China became a focus market after hosting cricket at the 2022 Asian Games in Hangzhou and through the progress of its women's national team, which has climbed 10 places in the world ...