County cricket remains crucial for player skill development and draws a dedicated fan base despite declining interest in long-format matches.
Effective marketing and presentation innovations are essential for promoting traditional cricket formats and enhancing audience engagement alongside shorter formats.
Surrey County Cricket Club's diverse revenue streams and strategic investments demonstrate a sustainable business model amidst challenges faced by other counties.
Deep dives
The Value of County Cricket
The county championship is portrayed as an essential part of the cricketing calendar, attracting talented overseas players. This demonstrates the competition's strength and suggests that its significance should not be underestimated, despite claims of struggling attendance and interest. It is argued that diminishing long-format cricket will lead to a decline in player skill levels, which are vital for the sport's overall health. The speaker emphasizes a robust attendance at matches and a rising viewership through streaming, indicating that county cricket still has a dedicated fan base.
Innovation Beyond Time Reduction
Criticism of the perception that the introduction of shorter formats like The 100 represents true innovation is highlighted. The speaker argues that reducing overs does not equate to genuine innovation; rather, it lies in how the game is marketed and produced to enhance audience engagement. Even with innovations in presentation for shorter formats, traditional formats should also be preserved and promoted effectively to leverage audience interest. The speaker insists that efficiency in cricketing formats should align with distinctive marketing strategies to attract spectators.
The Business Model of County Cricket
Surrey County Cricket Club showcases a profitable business model distinct from many other counties struggling financially. The club generates revenue through various means, including hosting international matches, which can yield significant sums, while also offering a unique conference and events service. Membership plays a crucial role for Surrey, with thousands of members actively attending games and contributing to revenue. This diverse income stream allows for larger investments in facilities, ensuring long-term sustainability for the club.
Impact of Player Availability on County Cricket
The discussion on player availability delves into how fluctuating participation from top players, caused by various franchise commitments, affects the county championship's appeal. These dynamics pose a challenge as clubs strive to maintain competitive teams while also developing players for national duties. The dialogue illustrates the pressure on counties to balance nurturing talent and achieving on-field success amidst the ever-evolving cricket landscape. Ultimately, it is emphasized that successful clubs must manage this talent pipeline while addressing potential revenue losses due to player movements.
The Growth Potential of Women's Cricket
Women's cricket is projected to experience substantial growth, offering vast potential for future investment and development within the sport. Initiatives like doubleheader events in The 100 are acknowledged for enhancing visibility and interest in women's games, promoting inclusivity in the sport. The speaker highlights the importance of relatable role models and the necessity of engaging in grassroots initiatives to ignite interest among younger audiences. This emphasis on women’s cricket points toward a strategic effort to attract broader demographics, enabling the sport to thrive in coming years.
Today we’re delighted to welcome Surrey County Cricket CEO Steve Elworthy to the show, our first venture into one of the toughest businesses in sport. Surrey is a historic institution in a historic sport, part of a club set up integral to the development of all cricket, including the much loved short form franchise tournaments that dominate today. But well documented, the clubs are struggling big time. Surrey, as you’ll hear, is not one of them.
By far the best team chasing a 4th consecutive championship, a key piece of infrastructure generating tens of millions a year, a perfect location in London, the business of this county team will surprise you I’m sure. But this format is in need of support and innovation. How can we grow the game of cricket and protect the clubs and format that may be out of fashion at the moment, but without which much of cricket wouldn’t exist?
This is the business of cricket away from the shining lights and big music.
On today’s show we discuss:
The Business of Surrey:
What are the key business drivers of Surrey? From sponsorships to media to ticketing and events.
Why is it so important to have a multi-purpose venue capable of generating revenue away from cricket?
What is the balance of value between County Championship and short form matches like The Hundred or T20 Blast?
Some years revenue can be £45m, others £65m. Why is it hard to create consistency in annual turnover?
The sale of Hundred franchises will pump millions of pounds into the county game. What will this be used for?
Impact of Short Form Cricket:
The Hundred and T20 Blast play a major role in attracting fans to club grounds. How do club benefit from these short formats even if they don’t directly own a team?
Why innovation in cricket is more than just reducing the number of balls bowled.
A discussion around player pay: there needs to be a recognition of the opportunities players receive and provide competitive offers to attract the best talent.
With the Mumbai Indians owners buying into the Oval Invincibles, what will the benefits of a relationship be?
Keeping County Cricket Alive:
The maintenance of red ball cricket is important for more than just tradition; why the grassroots game depends on long form cricket.
Are the counties marketing their core product well enough?
Surrey get over 50,000 fans in for a season; how can that be replicated in locations where teams get only 6 or 7,000?
How can county teams modernise to attract the young fan and shake the perception that this is a format of the past?
