Cricket is perhaps the most traditional sport played in the UK, but it has still changed substantially over time. From past time to commercial venture, cricket continues to develop into new formats and audiences.
The latest development is ‘The Hundred’ competition which is due to start this summer after being postponed last year. Much like T20 was a brand-new format 10 years ago, The Hundred is a completely unique concept created by the ECB with the hopes of achieving a number of objectives for cricket in the UK. So, what will it try to achieve?
Engaging with a new generation
Younger generations today have a completely different way of engaging with the world and the people around them. Thanks to the internet and technology, many hours of the day are spent looking at a screen. Consequently, the way the ECB engages with its established fan base is wildly different from how it can engage with younger generations. This is significant because engaging with these younger generations will be key for the longevity and sustainability of the sport. The loyal and unwavering support of the established fan base won’t last forever.
This shorter, more exciting format has been designed to grab the attention of younger spectators – hopefully making it a captivating experience that will rejuvenate cricket’s fan base. A secondary, but still significant, objective for the ECB will be to increase participation at a junior grass roots level. Participation is vital for the sport because junior players will one day grow up to become the stars of the game. This new format will hopefully inspire many to pick up a junior cricket bat or ball and get playing.
Diversifying audiences
Attendance at cricket matches in the UK has long been a topic of conversation. While county cricket is mostly played during the week, attracting typically older spectators, the highest international fixtures have been criticised for only catering to those on higher incomes. The Hundred has been launched with the aim of attracting new and diversified audiences to attend fixtures, including families, minority ethnic groups and those on lower incomes. Thus, ticket prices are substantially lower than other formats of the game, such as test cricket.
Ticket prices are also one element of the ECB’s plan to promote equality across the sport. The Hundred competition is the first to offer equal prize money for both men and women and this should hopefully trickle down to develop the women’s game at all levels.
Not everyone is on the same wicket
Despite widespread support for the new competition, many traditionalists of the game see the Hundred format as a further diversion away from the roots of the sport. Cricket is fundamentally a slow and extended game, but the shorter formats have provided essential commercial viability to the sport as a whole. This new competition should have a positive impact on every format in cricket through engaging new audiences and encouraging participation, as well as generating income for the county structure.
