Challenges Loom as The Hundred Faces Decline

This summer, viewership for The Hundred cricket tournament saw a significant drop, a concerning trend for the England and Wales Cricket Board (ECB) as it seeks investors for the competition. According to data obtained by Telegraph Sport, average television audiences across both the men’s and women’s tournaments plummeted, with the Olympics siphoning off potential viewers. 

The women’s competition on Sky experienced a staggering 41% decrease, while the men’s tournament fell by 28% compared to the previous year. Over on the BBC, the men’s viewership dipped by 25%, whereas the women’s remained relatively stable, witnessing a modest 2% decline.

However, the situation wasn’t entirely bleak. The final week saw a spike in viewership, particularly during the men’s final, which drew a peak audience of 1.3 million on the BBC—a notable increase from 869,000 in 2023. Sky also reported a slight improvement in viewership for the men’s final, with a 6% rise. Unfortunately, the women’s final didn’t fare as well, with audience numbers dropping by 10% on Sky and 20% on the BBC.

Insiders have largely attributed the decline in viewership to the tournament’s overlap with the Olympics. Yet, there’s also a growing sense that The Hundred, now in its fourth year, may be stagnating and in dire need of new investors to bring fresh ideas and energy.

Despite the tournament’s overall struggles, a sold-out Lord’s for the men’s final provided some respite. However, the event was marred by low-scoring games, sluggish pitches, and the absence of England’s top players. The lack of elite international talent, frequent player rotations, and the cramped schedule—exacerbated by the World T20—further dampened the tournament’s appeal. Budget cuts in event and marketing also played a role in this year’s perceived lower quality, particularly in the men’s competition. In contrast, last year’s tournament benefited from a greater number of evening matches and the momentum of the Ashes series, leading to higher viewership.

Despite the setbacks, ticket sales in London and Southampton were robust, social media engagement remained high, and record crowds for the women’s competition offered some optimism. Officials are hopeful that this year’s dip in viewership is merely an anomaly, and that next year’s competition, potentially under new ownership, will see a resurgence.

As the ECB courts potential investors, it’s evident that The Hundred is at a crossroads. The American bank Raine is overseeing the sale process, with around 200 expressions of interest reportedly received, particularly for the two London teams and Birmingham. However, concerns remain about future challenges with the host counties, which will retain a 51% controlling stake in the teams.