The England and Wales Cricket Board (ECB) has finalized six major franchise partnerships for The Hundred, marking a significant step in its push to commercialize English cricket. The deals are expected to bring in around £520 million in investment, with a large portion distributed to counties and grassroots cricket. However, alongside the financial milestone, the ECB admitted it lacks solid data proving that fans drawn to The Hundred are transitioning into long-term supporters of other formats like Test and county cricket.
The six franchises now partnered with private investors include London Spirit, Birmingham Phoenix, Manchester Originals, Northern Superchargers, Southern Brave, and Welsh Fire. Negotiations for the remaining two—Oval Invincibles and Trent Rockets—are set to conclude in the coming months. Investors range from IPL franchise owners to international business groups, signaling a growing trend of global capital entering English cricket.
Funds from the partnerships will be split, with 90 percent directed to counties and MCC and 10 percent allocated for grassroots programs, including a significant investment in youth cricket. ECB chair Richard Thompson emphasized that while private investors will have a voice, the board retains control over governance and competition structure.
Despite the commercial success, ECB chief Richard Gould admitted a gap in understanding fan behavior. While The Hundred has brought in new demographics—over 30 percent of ticket buyers were women and nearly a quarter were juniors—the board has no empirical evidence that these spectators are attending other matches or following different formats. The lack of long-term data raises questions about whether The Hundred is fulfilling its intended role of growing cricket’s overall audience rather than just boosting a standalone product.
Critics argue that while the financial windfall is welcome, the ECB must ensure the tournament strengthens the sport’s ecosystem rather than creating a separate, isolated brand. Some counties outside host venues have voiced concern over whether the revenues will sufficiently offset the structural challenges posed to traditional formats.
With the influx of private investment, the ECB faces a balancing act: leveraging commercial opportunities without diluting the identity of English cricket. Securing the final two franchise partnerships and commissioning proper studies on fan retention will be key steps in proving whether The Hundred can deliver beyond the balance sheet. For now, the deals represent a landmark financial moment, but the question of lasting engagement across formats remains unanswered.