HomeEventsCricketUnited Kingdom

New Sky deal alleviates ECB Hundred concerns, but counties still worried over wider impact

The Oval Invincibles celebrate winning the inaugural ECB Women's Hundred last year. (Photo by Tom Jenkins/Getty Images).

  • First and second season ticket data suggests event has attracted new audiences
  • Sponsorship agency CSM told to reject finance, alcohol and betting brands
  • Counties concerned by decline in T20 Blast attendances
The England and Wales Cricket Board’s divisive franchise cricket league, The Hundred, returns for its second season on Wednesday August 3, when Southern Brave takes on Welsh Fire in a men’s fixture at the Ageas Bowl in Southampton.

For the ECB and the English counties, the latest iteration of the 100-ball competition – the first that is likely to be completely free of Covid-related disruption – promises to shed further light on whether the concept is delivering on the national governing body’s commercial and strategic objectives.

You need a Premium subscription to access this content

Upgrade now to enjoy unlimited access to all our articles, insights, features and more

Already a subscriber? Sign in here

Most recent

Team strikes Uefa club deals worth close to €1.0

PGA Tour's vice president of gaming Scott Warfield tells SportBusiness why he is confident that the organization's continued investment in technology and broadcast initiatives will lead to increased in-tournament betting and, in turn, rising engagement.

In this week’s episode, podcast co-hosts Eric Fisher and Chris Russo interview Michael Levine, co-head of CAA Sports. Fisher and Russo also discuss the latest developments around LIV Golf, the National Football League’s punishment of the Miami Dolphins, the establishment of the United International Baseball League, a seed fundraising round for sports technology firm Sportsbox AI, and the deaths of industry icons Bill Russell and Vin Scully.