Former Russells Creek captain Cam Williams is behind the ICON 100 - a 16-over or 100-ball form of cricket - and is calling for clubs to register their interest.

Williams said the competition, which is tipped to take place on Thursday nights over peak tourist season of late December to early January, would be open to all players associated with a club.

No leg-before-wicket dismissals will take place to simplify umpiring. Batters will retire at 60 runs, but can return for the 16^th over if all others are out.

Williams, who handed Russells Creek's captaincy to bowler Matt Petherick last week, said the COVID-19 pandemic had hit business hard and clubs were bracing for less sponsorship funds.

He said the competition opened the door for clubs to be creative around fundraising.

"Hopefully, maybe instead of running Thursday night teas or something, players and families could come down and watch this for something different," Williams said.

"If a division three player is playing, for example, they might bring four or five mates who might have a beer each and then that's $50 back into a club.

"There's a lot of this sort of thing in England and I think it's the missing link over here. We want people to get together and enjoy cricket for what it is."

Williams said the ICON 100 - in which the winning club will receive $500 in prizemoney from Warrnambool-based store ICON Sports - could allow "heart and soul" lower-grade players the chance to play alongside Melbourne Country Week-calibre stars.

The former Victoria Country representative said several football clubs had expressed early interest.

"I think a lot of footballers will be keen to do something competitive other than training after doing their full footy pre-season together," Williams said.

"Most clubs have 30 or 40 blokes on their list so you'd think a lot of footy clubs would be able to get 11 together to come have a hit and maybe have a beer or two afterwards.

"Guys don't have to wear whites, there's no cost to play and hopefully some footy clubs and their supporters come out and hopefully put some money back over the bar or into canteens.

"We want to support each other in what has been a pretty tough and difficult time."

Williams said ICON Sports would also donate match balls, eliminating all playing costs.

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