FORMER Essex favourite David East believes the United Arab Emirates’ showing at the Cricket World Cup has helped raise the sport’s profile in the country.

East, who is chief executive of the Emirates Cricket Board, has been encouraged by the nation’s showing so far in the tournament.

UAE, playing in only their second-ever Cricket World Cup, have lost all four of their Pool B games in Australia and New Zealand, to date.

But they have battled well against the likes of Zimbabwe and Ireland, and East has been suitably encouraged by their showing.

East, who still has a house in Dedham, said: “Obviously at this stage of the competition, it would have been good to have a win or two.

“However, the improvement in the squad compared to the one that went to Bangladesh for the World T20s last year is huge.

“They are fitter, more professionally focused and have new skills which have transformed the team.

“We could never have hoped to get as close to beating Zimbabwe and Ireland this time, last year.

“I think it’s undoubtedly helped to raise the profile of the sport in the country and inspire more people in the Emirates to follow and play the game.”

East, who spent more than a decade as Essex CCC’s chief executive, has been in Abu Dhabi since the start of 2013 after landing his role with the Emirates Cricket Board.

“I’m very much enjoying it,” said East, who spent ten years as a wicket-keeper/batsman at the County Ground.

“There are lots of challenges but I do think we’re making good progress in many areas of performance, development and commercial sustainability as well.

“Abu Dhabi is also a great place to live for me and my family and with Dubai just an hour by car up the road, there’s always plenty of things to do and see.

“It’s a bit hot in the summer – 45 to 50 degrees at times – but for most of the year, it’s a fabulous climate.

“I try to watch games when I get back to the UK, although this is rarely these days.

“The Essex chairman Nigel Hilliard was in Dubai recently so we met up for a good catch up on the club, the ground development and our prospects for 2015.

“I was made a life vice-president of Essex shortly after I left, which was a great honour for me.”