The Hundred’s Remarkable Success This Year and Upcoming Transformations

Mainul Islam

August 28, 2023

8 minutes

64

Author:

Mainul Islam

64

The Hundred’s Remarkable Success This Year and Upcoming Transformations

The Preliminary Slip: An Unintended Glimpse into Transition

As the opening day of this year’s edition of The Hundred dawned, Sanjay Patel, the tournament’s managing director, made an inadvertent verbal slip on Sky. While speaking about the tournament’s progression, he said “we are all set for the final year” before swiftly correcting himself to “the third year, sorry.” This unintended utterance can be attributed to Patel’s impending departure, as the England and Wales Cricket Board had already announced his exit.

However, Patel’s comment hung amidst a sense of uncertainty shrouding the tournament’s future. Speculations had been circulating since April about forthcoming structural changes, with Richard Gould and Richard Thompson â€?now at the helm of the ECB â€?believed to be shaping a “bigger and better” trajectory for the divisive event, in tandem with the broader English cricket scene. Their roles as critics of The Hundred during their tenure at Surrey and subsequent public support for it hinted at potential shifts in direction. Patel’s departure, respected within the ECB, was viewed as a component of this transformative process.

A Reflection on the Present Year: Progress Amid Challenges

A month has elapsed since the conclusion of the third installment of The Hundred, and the aftermath brings a markedly more positive sentiment. By most standards, this year has marked a significant stride forward for the tournament.

In the men’s tournament, improvements are evident. Welsh Fire’s resurgence was notable, with the draft system contributing to a more balanced competitive landscape. Several closely contested games and a tightly congested leaderboard characterized the season.

England players’ participation post-Ashes provided a touch of stardust, while the pool of overseas talent, in a progressively competitive market, displayed enhancements.

The relationship between The Hundred and the broader English men’s game has progressed, although room for refinement remains. The fact that 13 players rejoined their counties to compete in the Metro Bank One-Day Cup when not engaged in The Hundred is encouraging. This approach not only elevates the One-Day Cup’s caliber but also prevents proficient cricketers from idly sitting on the sidelines during August.

While the One-Day Cup is still navigating secondary status, promising trends have surfaced. Notably, Somerset achieved unprecedented ticket sales (13,000), and Surrey drew around 7,500 spectators for their clash against Kent. Even Worcestershire, facing challenges, managed impressive turnouts. Furthermore, outgrounds, often lacking County Championship fixtures, reported robust attendance figures.

Nonetheless, concerns linger. Many counties and their significant memberships find themselves somewhat disconnected from The Hundred. This circumstance leaves venues like Taunton with a mere four days of cricket in August, raising apprehensions about the financial divide fostered by hosting fees. County chief executives acknowledge the yearly £1.3 million allocation from the ECB for The Hundred’s sustenance.

Thriving Women's Competition and Unresolved Gaps

The women’s iteration of The Hundred has showcased fewer areas for improvement, primarily due to its entertainment quotient. The introduction of a draft mechanism breathed fresh life into the competition, redistributing talent. Though the twice-champion Oval Invincibles fell short, Welsh Fire and Northern Superchargers secured maiden finals berths. Regrettably, the women’s eliminator was canceled due to rain, serving as a developmental point for the upcoming year.

As The Hundred traverses this transformative juncture, marked by internal transitions and external shifts, its evolution continues to intrigue both cricket enthusiasts and stakeholders alike.

Strong Attendances and Growing Popularity

The strong resonance of The Hundred with cricket enthusiasts is evident through robust attendance figures. According to ECB data, a total of 580,000 tickets were sold for the tournament, surpassing the numbers of the first two years. The women’s matches saw around 300,000 attendees, and a record-breaking crowd of 21,636 witnessed the women’s final, marking a milestone for women’s cricket in the UK. The turnstiles recorded daily attendances exceeding 10,000 for women’s matches, effectively reaching the targeted demographic: 30 percent women, 23 percent children, and 41 percent families.

Remarkably Engaged Crowds and Surging Merchandise Sales

Despite many cricketers having batting pads older than the tournament itself, the crowd’s fervent engagement is noticeable. Fans have become increasingly partisan, as evidenced by the significant surge in merchandise sales, which rose by 21 percent this year.

Sky, a substantial investor in English cricket with an annual investment of approximately £200 million, is highly satisfied with the tournament’s trajectory. The viewership per men’s match has increased by eight percent, while women’s matches have seen a 20 percent boost. Notably, The Hundred has provided several viral moments on social media, enhancing its audience outreach.

Transitioning Critics to Supporters: A Year of Progress

Despite inevitable skepticism about The Hundred in its third year, indications suggest that it is winning over critics and solidifying its place. Although not seamlessly integrated into the English cricketing landscape, the tournament is showing promising growth.

Foreseeable Changes on the Horizon

Looking ahead to 2024, The Hundred’s structure will remain largely unchanged. It will be scheduled a week earlier and coincide with an England men’s Test match, even amidst the clash with the Olympics in Paris. However, notable changes are expected beyond 2024.

The first pivotal change will involve the free-to-air broadcaster. The BBC’s TV deal, encompassing international cricket and The Hundred, concludes next summer. Although sources suggest the BBC’s intent to extend the deal, optimism remains tempered regarding its fruition. The reasons for this uncertainty encompass various factors, ranging from potential dislike for the current arrangement to apprehensions about changes and financial considerations.

While the loss of BBC TV would be undesirable for the ECB due to its historical relationship and cross-platform promotional capabilities, the ECB remains confident in securing an alternative free-to-air broadcaster if needed.

The primary broadcast agreement with Sky remains intact until 2028, encompassing the existing tournament format. Looking ahead to 2029, the ECB will enter negotiations for its subsequent major rights deal, which could potentially include modifications to the tournament.

However, shifts in The Hundred might emerge even before 2029 due to growing consensus regarding the need for private investment in English cricket.

Exploring Private Investment in English Cricket

Private investment has become a global trend across cricket boards, aiming to diversify income sources as broadcasters’ interest in substantial investments wanes. South Africa, the UAE, and the USA have recently launched tournaments with significant private backing. In the Northern Hemisphere summer, Major League Cricket’s introduction marks a significant shift, with North American tournaments potentially becoming direct competitors to The Hundred by offering higher player salaries.

Strategizing Private Investment

Various opinions exist on how to approach private investment. One proposition was made by private equity firm Bridgepoint, offering £300 million for a 75 percent stake in The Hundred. This proposal was declined, prompting discussions about alternative routes.

ECB executives Richard Gould and Richard Thompson, favor a different approach. Their vision revolves around creating a sustainable structure by involving all 18 counties in a promotion and relegation system. This “investable pyramid” would establish three divisions, aligning with the traditional pyramid system in football. The ultimate goal is to foster self-sufficiency in counties, reducing reliance on external funding.

While these plans embody noble intentions, they face several challenges and uncertainties, such as finding a balance between catering to both county diehards and passionate Hundred supporters. The specifics of team names, player participation, broadcasting details, and format remain under scrutiny.

The path forward for The Hundred involves maintaining its upward trajectory while embracing potential changes, which would redefine the landscape of English cricket for years to come.

Intertwined Fates: Women's Cricket and Men's Restructuring

Amid discussions of overhauling the men’s cricket structure, a crucial question looms: what implications could these changes hold for women’s cricket? The potential ripple effect raises concerns about the fate of the women’s game. While addressing long-standing disputes in men’s cricket, it’s essential to consider how women’s cricket might be impacted. As the saying goes, could the “baby” (women’s game) be inadvertently discarded alongside the “bathwater” (men’s structural shifts)?

The Symbiotic Relationship and Challenges Ahead

The interconnection between the men’s and women’s versions of The Hundred cannot be overlooked. The women’s edition cannot remain untouched if the men’s competition undergoes substantial alterations. Although great strides have been made, the women’s game isn’t prepared for an 18-team format. Nevertheless, its alignment with the men’s tournament has proven highly beneficial.

Preserving the Women's Game Amidst Change

Any proposed adjustments to match formats could potentially jeopardize the women’s cricket ecosystem. The current scheduling of two hundred-ball matches within a day, catering to both men’s and women’s contests in a little over six hours, is well-suited for broadcasters and families attending matches. This arrangement aligns with viewers’ preferences and families’ schedules, making it feasible for double headers â€?an unintended but successful outcome of the pandemic. Implementing double headers in a T20 tournament could prove intricate. The distinctiveness of women and men playing back-to-back matches in the same team colors sets The Hundred apart from other team sports.

Inherent Doubts and Challenges

The envisioned changes face skepticism from well-informed observers who view them as regressive steps. IPL franchises, despite their global investments, have shown limited interest in promotion and relegation systems. Additionally, potential Indian investors, after examining the tournament, are reportedly puzzled by the proposed changes. Such doubts cast uncertainty on the feasibility of the proposed alterations.

Balancing County Perspectives, Broadcasters, and Investors

While a two-thirds majority among counties could likely support the changes, garnering endorsement from broadcasters and investors presents a more formidable challenge. Broadcasters have a vested interest in compact competitions with fewer than 18 teams, enabling live coverage for all matches. The risk of iconic stars or stadiums being relegated could lead to a backlash from broadcasters. As the cricket landscape witnesses an influx of competitors, maintaining financial viability becomes pivotal.

A Pivotal Crossroads: English Cricket's Decision

In the coming months and years, Gould and Thompson will embark on careful consultations. English cricket faces a pivotal juncture. The very essence of The Hundred, after enduring controversies, might be on the cusp of fulfilling its objectives: attracting a new audience and securing the financial future of English cricket. Amidst these prospects, the crucial question arises �is it prudent to venture once again into uncharted territories?
Last Updated: Aug 28, 2023