The brains behind the Twenty20 Cup has called on Hampshire's cricket fans to head for the Rose Bowl on Friday evening.

England and Wales Cricket Board marketing manager Stuart Robertson was behind the six- month research programme that persuaded English cricket's governing body to introduce the new competition billed as 'twice the action, half the time'.

County cricket's first new competition for 30 years begins on Friday, including Hampshire's match against Sussex, which will be televised live on Sky.

The aim of the event is to attract more youngsters and families to watch high quality players such as Hampshire's Australian Simon Katich, PICTURED ABOVE.

"It's fantastically important that we get a big crowd on Friday," said Robertson. "The first five Twenty20 games are going on that night but the game at the Rose Bowl is the signature game.

"We clearly hope that the current supporters will find something in it but also lots of 16-34 year-olds, women and children, we want a large family attendance.

"It's for people who are tolerant of cricket but have not yet been tempted over the line and the fact that it lasts less time and is full of entertainment means that it should give instant satisfaction."

Hampshire Cricket have already sold nearly 5,000 tickets for the Twenty20 games, which will start at 5.30pm and finish at 8.15pm.

At the Rose Bowl the cricket will be followed by a concert from teen bands Misteeq and D'Side, which starts at 9pm on a stage erected on the tarmac adjacent to the main oval and the Nursery Ground.

But it is hoped that the cricket proves to be the main event and there is every chance that it should be after the extensive research programme led by Robertson.

The Twenty20 was dreamt up 14 months ago and backed by the First Class Forum, which is made up of chief executives and chairmen from the 18 counties, in April 2002.

"We concluded the research programme in February of last year and then had a meeting of the First Class Forum, when the response was very good on the whole

"There were one or two entrenched positions but the majority voted in brining it in and as soon as it was voted in we got a great reaction, everyone got behind the idea.

"When you change something there is always going to be some persuading to do but everyone is now firmly behind the competition"

The Twenty20 Cup replaces the old Benson & Hedges Cup and is cricket's first new competition for 30 years.

Hampshire's Twenty20 schedule:

June 13 - v Sussex (Rose Bowl)

June 16 - v Kent (Beckenham)

June 18 - v Essex (Rose Bowl)

June 23 - v Middlesex (Uxbridge)

June 24 - v Surrey (Rose Bowl)

July 19 - Finals day (Trent Bridge)