Richard Gould, the England and Wales Cricket Board’s chief executive, has admitted his organisation has no evidence that new fans attracted by the Hundred have gone on to attend other forms of the game. The ECB has long boasted that the tournament has attracted a different audience to existing formats.
“The Hundred is all about throwing cricket’s doors open – and it’s already delivering,” the ECB’s then chief executive, Tom Harrison, said after the first tournament in 2021. “We need to grow cricket, reach more people, and that’s exactly what the Hundred does.”
A report published last October found that 31% of tickets for the Hundred have been bought by women, 23% were bought for juniors and 41% of buyers attended in family groups. But on the day counties received their first down payment on the windfall generated by external investment into the eight Hundred franchises Gould said no work had been done into finding out if any of those new fans remain involved in the sport when the tournament is out of action.
“That’s probably a bit of work we need to do,” he said. “Just to check that when people do come in, where do they go? Because you might get some coming in to Test cricket [who] then go to the Hundred and Hundred into Test cricket. We haven’t done that work in any great detail.” That lack of work is surprising given cross-pollination between formats is one of the ECB’s primary goals.
“Fandom is really important for us, whether it’s England, Leicestershire or London Spirit,” Gould said. “That’s the key. We’ve got a really dedicated core audience, which is relatively small compared to other sports. Then we’ve got lots of people that are very interested in cricket, but perhaps don’t come to it as often as we want.
“We know the interest is there, we just need to get people to come more often for all formats, rather than just that ‘I’ve been to the Test once a year’ type of thing.”
This year’s Hundred, which starts at Lord’s on Tuesday, is likely to be the last before new owners start to push through significant changes, from team names and kits to the length of the format itself. “That’s the kind of conversation we’re starting to get into now,” said Vikram Banerjee, the tournament’s managing director. “It would be slightly odd to bring all these great people in and then just leave it as it is.”
Deals for the sale of part or full stakes in six of the eight Hundred franchises were finalised this week, with the final two expected imminently. The total investment has been put at £520m, of which an initial sum of “just north of £400,000” has been released to every county. Host counties can expect to receive a minimum of £18m and non-hosts around £25m.
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The possibility of adding a ninth team has already been discussed, but non-hosts have been warned against spending their windfalls on unnecessary stadium upgrades. “When giving guidance as to what a future expansion team needs to look like in terms of facilities, we’re not going to be setting huge capacities,” Gould said.
“What we don’t want is a load of empty plastic seats around the place. We’re not looking to see investment going into creating white elephants.”
