ICC faces criticism over Jay Shah-focused WTC final montage.
The ICC chairman, Jay Shah, likes to grab the limelight more than some players, and the latest evidence came after the ICC shared a video package highlighting the final-day drama of the recently concluded World Test Championship final between Australia and South Africa, with Shah seemingly the focus point rather than the action.
The 45-second clip has been mocked across social media platforms, with fans and experts alike left unimpressed.
The video opens with a classic shot of Lord’s—the home of cricket. But instead of focusing on the match, the players, or the crowd atmosphere, it quickly cuts to Jay Shah, the ICC chairman, striding into the ground in slow motion.
From there, it’s Jay Shah almost everywhere: applauding in the stands, chatting with ECB chair Richard Thompson, exchanging pleasantries with former South African cricketers, and even sneaking a knowing glance at the camera.
Also read: Jay Shah set to replace Greg Barclay as ICC chairman: report
He even appears immediately after South Africa hits the winning runs, for some reason.
In total, Shah appeared in 11 of the 23 shots used in the short montage—matching the number of appearances by the champion South African players.
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
Cricket fans and journalists alike were quick to slam the video for what they saw as unnecessary self-promotion.
“Beyond weird,” wrote journalist Rory Dollard. “If you blink at the wrong time, you’ll miss the only shot of Pat Cummins,” quipped Andrew Wu of The Age. Taha Hashim of The Guardian noted the contrast to former ICC chair Greg Barclay, who rarely featured in such productions.
Jay Shah is no stranger to criticism around his public presence. Just earlier this year, he drew flak for joining India’s trophy photo shoot after their Champions Trophy win, with many accusing him of overshadowing captain Rohit Sharma and the players.
Also read: Jay Shah set to replace Greg Barclay as ICC chairman: report
The timing made things worse. South Africa’s WTC win—their first ICC title in 26 years—should have been the focus.
Instead, a promotional piece intended to celebrate a major moment in red-ball cricket risked becoming a running joke.
In cricket, the players are supposed to be the heroes. But in this video, they were reduced to supporting roles—and the audience noticed.
But it appears, as long as he is in that seat, Jay Shah will be the focus of the ICC instead of the cricketers.
