“By the way I’m not a lackey for the ECB, I’m not a spokesman for them at all. We try and hold them to account.” – Simon Hughes
That’s a direct quote from the most recent edition of Hughes’ amusingly-titled “Inside Cricket” podcast. In his defence, I genuinely don’t believe he is a lackey or spokesman for the the ECB. Rather, I think he shares the same world view as many senior ECB people and so will naturally come to the same conclusions. I always find it amusing when people cite complex conspiracies such as a secret cabal running English cricket, when simpler explanations are available.
It was the first (and likely last) episode of this podcast I have ever listened to, enticed by Simon Hughes’ promise that he would “try and make time” to answer as many questions as possible about The Hundred. It may not surprise you to learn that I have a lot of questions about The Hundred. 103 in fact, which I emailed to him. Most were short questions about specifics regarding the competition, since so few details are currently in the public arena and I strongly suspect that most of them haven’t even been decided yet by the ECB.
What I hoped for was a few morsels of information about The Hundred that hadn’t already been leaked, and the only thing which would fit that description was the announcement that the team names and logos wouldn’t be announced until the end of this season, after the Ashes had concluded and just a month before the draft.
Instead, the 48-minute podcast spent most of its time relaying, often in great detail, what I can only assume are the ECB’s talking points regarding The Hundred: Why they would argue it is needed, and what they hope it will achieve. With Simon Hughes, Simon Mann and Dean Wilson offering few counter-arguments to this massively pro-The Hundred message, I thought I’d take the time to rebut them instead.
Why Have Hundred-Ball Innings?
Simon Hughes: “Well one interesting point is when the T20 was orginated in 2003, the iPad hadn’t been invented. Six years later before the iPad was invented in 2009 and, in a way, that was a key innovation because the iPad, and obviously the smartphone from on the back of iPad really, has enabled teenagers (even us, actually) to watch videos and films and anything else on your tablets or on your smartphones and that basically has effected a lower concentration span. So the concept of T20 which is sort of three hours’ entertainment has become too long for the teenage market, who are now obsessed by […] Fortnite which is the game that is just taking over the world, the teenage world anyway, and you can play a Fortnite game in half an hour/forty five minutes. So their concentration span, I’m sad to say, my teenagers’ concentration is about that of a gnat. We don’t want to just pander to teenagers.”
“So that was why they’ve gone for a shorter format. It’s just that people’s time, people’s concentration, is less than it was. And the perfect time for a bit of evening entertainment, you look at movies, you look at football, even going out for dinner I suppose, it’s two hours isn’t it? An hour and a half, two hours. And three hours is just getting a bit too long.”
To begin with, I should put this quote into context. Simon Hughes was answering a question from a 16 year-old fan of Test cricket about why the ECB didn’t go with T20 instead of the new format. Hughes then spends a couple of minutes explaining that ‘kids nowadays can’t concentrate for longer than an hour or two’, to paraphrase his answer. To a 16 year-old Test cricket fan. I don’t think much self-awareness was being shown there.
He overlooks the fact that many kids seem quite happy to play more than one round of games like Fortnite back-to-back, or binge-watch several episodes from Netflix. The issue then wouldn’t be a short concentration span, but whether they’re allowed to do so by their parents.
I also suspect that Simon Hughes is simply echoing similar complaints from past generations. For at least the past hundred years, and probably more, many parents have derided their children’s contemporaries for being less intelligent, less strong, less respectful than they were as children. Whilst now it’s tablets and smartphones, it used to be television, or rock music, or jazz music, or whatever was in fashion at the time.
But even if we granted the premise that attention spans are shorter now, and that cricket must adapt to survive, that still doesn’t explain why the ECB specifically chose The Hundred as a format. By eliminating one-sixth of the deliveries from a T20, it cuts the length of a game from roughly three hours to two-and-a-half hours. Surely, if we want kids who can only concentrate for forty-five minutes at a time to follow it, that’s still far too long? T10, with innings lasting approximately forty-five minutes each, would be a far better approach.
Simon Hughes: “They’ve done a lot of research on it, and I know people that are “Research. Well why can’t we have the public account of the research?” I think we’re going to get that, actually, very shortly. But the precis to the research, and they’ve done it with the ICC, with the ECB’s various agencies, they’ve even looked at UN data as well. They’ve tried to be quite exhaustive, and I believe them.”
“Why won’t they publish their research? Well they are, apparently. They’re going to be publishing it shortly so we can all examine it. We have to believe them, that they’ve done a good job.”
Well for a start, we don’t have to believe the ECB. To choose the most pertinent example, the ECB appeared to sell the new competition to the counties, broadcasters, the MCC and fans as a T20 league. They even set up a “T20 Board” to develop the new competition. I’m sure you can probably think of other cases where the ECB has apparently been guilty of purposeful deception.
It seems safe to assume that the much-vaunted research from the ECB played a part in creating The Hundred. The major issue I have with the ECB’s approach to publishing their analysis is that, after more than a year of being cited and hyped by proponents of the new competition, I can’t see it being anything other than a let-down. There are very few things which have met people’s expectations after a year of anticipation. No matter how articulate, no matter how scientific, no matter how complete, I don’t see how anything the ECB releases now could match up to the image of the research they have built up: As an unassailable triumph of logic which demonstrably showed that The Hundred was the only reasonable course of action.
Simon Hughes: “They [the ECB] really are trying to listen to people, but also proceed with their own vision. I think it’s important to show leadership, and they are showing a bit more leadership now so that will hopefully ultimately give people more confidence.”
Or, to paraphrase, “Let people talk but do whatever you wanted to do anyway.” I fear, if the ECB does ever release the information about its research and consultations, this is more or less what has happened. Not that it matters particularly, since it seems very difficult to find any members of the public (and certainly current cricket fans) who the ECB has consulted about The Hundred.
The Hundred Brings Money Into The Game
Simon Hughes: “[The ECB received a £225m deal] principly because they came up with a new tournament. They would not have been able to raise that amount of money and also got the exposure from the BBC, the buy-in from the BBC, if they hadn’t created a new tournament.”
This is just wrong. The argument is clear enough: The TV deal reached in 2018 had one significant difference from the previous deal, the inclusion of The Hundred. The new agreement almost tripled the value of the last one, and therefore The Hundred must be responsible for this increase. But surely no one can genuinely believe this? The main difference between eight years ago and now is that Sky have a competitor who was prepared to bid significant amounts of money for the rights to show sport.
In the previous negotiations, Sky’s only concern regarding their financial offer was to determine the lowest price that the ECB would accept. It bears saying that the TV deal reached from 2006 onwards wasn’t a massive increase on the previous deal when Channel 4 was airing 6 Tests per year. People talk about it like the ECB doubled their TV revenue in exchange for taking cricket off the airwaves, but that was very much not the case. In truth, I strongly suspect the Sky has had the exclusive TV rights to English cricket for far less than they should have been worth.
On this occasion however, Sky weren’t just bidding against the ECB’s low self-valuation but also BT Sport. BT have deep pockets, having paid a reported £80m for the rights to Australian cricket over five years. With most of that happening after midnight UK time, I would assume they would be willing to pay quite a bit for the rights to English cricket.
To use an analogy, imagine you’re selling a house without a shed. One person places a bid which is significantly below your asking price but you need to sell and so, in the absence of any other offers, you accept it. A few years later you sell your new house, which does have a shed. Two people bid on it, with the competition between the two pushing their bids above your asking price. You didn’t sell your new house for more because of the shed, but because there happened to be two people interested in it.
Simon Hughes: “The football broadcast rights have slightly declined over the last three/four years, just slightly, whereas cricket has started to climb and you want that sort of ascendancy to continue.”
Again, I would take a different lesson from these facts: That the ECB missed the point at which they could have made the most money from a Sky/BT bidding war by allowing Sky to possess the rights for a span of seven years (with a five year initial deal plus a built-in two-year extension). Had the ECB been able to negotiate an agreement two or three years earlier they could well have been offered even more.
Simon Hughes: “What the ECB say is that even more money is now going to be spent on promoting the County Championship and the Royal London, and obviously the Vitality Blast, because more money is coming into the game. So hopefully those tournaments are going to benefit as much as The Hundred”
Simon Mann: “[Tom Harrison] said it’s [The Hundred] already been a success. A lot of people thought that’s a really strange thing to say, it hasn’t even started yet. But of course what he meant was because they have brought in all that revenue.”
The problem with this argument is that, I believe, Sky did not bid separately for each bundle of TV rights they bought. If they had, then we could easily see that they paid (for example) £40m to show The Hundred and judge the profitability of the competition from that. Likewise, the BBC’s £13m annual payment also includes the rights to have highlights shows for English international cricket and three T20Is live. Separating the true revenue of The Hundred from these overall figures is therefore open to interpretation, with supporters of The Hundred saying it’s bringing in more money whilst opponents will argue that it’s bringing in less.
We do know how much the ECB thinks The Hundred will cost over the first five years: £180m. That is a lot of money, however you look at it. If those figures were accurate, I’d expect the ECB would make a slight profit, or at least break even over the five-year period, assuming the value of The Hundred’s TV rights are worth somewhere around £40m per year overall.
However, the annual cost has almost tripled from the £13m figure which was projected just a couple of years ago. It doesn’t seem unreasonable to suspect that the eventual costs might be much higher than the ECB anticipated. It’s clear from the fact that there is over £12m budgeted for ‘event production’ and ‘on-field-marketing’ (ie cheerleaders, fireworks, mascots, posters, etc) in the first year alone that the ECB are willing to pay almost any price to ensure that The Hundred is a success. Including not making a profit.
Who Will Attend The Hundred?
Simon Hughes: “It’s aimed at everybody. Everybody who wants to watch cricket, whether it’s a new audience or an old audience. They just want to put on a fantastic show with the best players in the world.”
“They want everybody to watch cricket. They want as many people as possible to come to the game, to see what a great game cricket actually is.”
So this is clearly a better answer than Andrew Strauss’ “mums and kids” mantra from The Hundred’s initial press junket. It has the benefit of not excluding current cricket fans who are neither mums nor kids, for example. But it is also somewhat glib, if there are not actions from the ECB to accomplish this rather bold target.
You might ask yourself why mothers, children and other people prefer not to attend the T20 Blast and other cricket currently. Well the ECB appear to have narrowed it down to three reasons:
Simon Hughes: “Firstly, the complexity of the game. People do not grow up with cricket now, so they don’t understand it. Secondly, the time. Every game now is taking three hours and even more. And then thirdly, most importantly, a lot of people feeling the Blast is not a game for them because it’s largely middle class and largely white, and particularly a kind of beer-fest. […] It has become a piss-up, actually.”
That would lead you to an obvious conclusion: A good way to bring in a new audience who have felt excluded from cricket grounds would be to eliminate beer sales. Well, apparently the ECB disagrees:
Dean Wilson: “I’ve actually asked the ECB ‘Will you have alcohol-free games? Is that part of the idea?’ and no it’s not.”
Another factor which will discourage people with children will be the late starts. It seems safe to assume that no one involved at the ECB, the BBC or Sky would want any games to occur whilst most adults are at work. Likewise, they won’t want any The Hundred games to clash with the three Test matches being played in August. Given that the Tests will cover three of the six weekends during The Hundred, that leaves just three weekends (six days) in which the ECB could schedule cricket before 6pm without angering one of their media partners.
Simon Hughes: “I mean just look at the spread of the women’s game, for instance. As a result of the Women’s World Cup final and victory in Lord’s a couple of years ago, suddenly there’s so many more girls playing the game. They probably won’t go to many cricket matches, but The Hundred tournament could attract them. So I think there is this massive latent interest in the game that they want to tap into.”
“Actually, the IPL audience is now 40% women. And actually, at games it’s nearly 50%. If you go back ten, twelve years […], how many women would you see at a one-day international in India? Probably twelve? It was 95% male. So, without wanting to sound as if The Hundred is just appealing to women, that is clearly a core market.”
First, let’s just ignore Simon’s poor maths skills. One thing I constantly think is that we should never look to India and the IPL when trying to determine how to run English Cricket. India has a population somewhere around twenty times larger than England and cricket is by a large margin the most popular sport in the country. It is highly unlikely that you can take an example from the IPL and apply it to English cricket. The situations are so dissimilar that it will always fall apart.
It turns out that many women, like virtually everyone else who isn’t a drunk man, don’t like spending time in the company of a few thousand drunk men. And if most games in The Hundred are going to be held in the evening, and the host grounds are going to be doing everything they can to encourage beer sales which increase their profits, then there are going to be a lot of drunk men in the crowd.
Dean Wilson: “There are a lot of people in these cities. There are a lot of people living there, a lot of people working there and a lot of people visiting them. And actually it’s all those people the ECB are trying to encourage to come along of an evening to go and watch The Hundred. And so if there’s one or two, if there’s a group of people who find it a little difficult to get into those cities to make it worthwhile, and they might not come along, then so be it. But actually it’s the people who are drawn to those urban areas that they want to encourage to come along to these games.”
Evening games would also discourage people from outside the host cities from attending. They would particularly struggle to use coaches or trains if games finished around 9pm. Not everyone has the editor of The Cricketer magazine offering to drive them to and from the grounds, after all.
So to sum up: The ECB wants everyone to attend The Hundred. Everyone who lives locally, likes a drink, and doesn’t mind staying up late.
Who Will Watch The Hundred On TV?
Dean Wilson: “We’ve talked a lot about research that they’ve [the ECB] done and I have spoken to various people involved with the planning of The Hundred over the last year or two, and the idea about an ‘unknown market’ is actually that there is a market there. There is a huge number of people that are in some way connected to the game, that have some kind of an interest. Even if it’s just going to a game once, or following certain accounts on Twitter and social media, or whatever it might be. But what the ECB are desperate to do is make those kind of slight bits of interest and turn them into proper engagement.”
Simon Hughes: “What they’ve [the ECB] based some of their research on, or some of their ambition on, are those figures from 2005 which was that eight to nine million people watched the climaxes of some of those 2005 Ashes Test matches on Channel 4, so clearly there is this perception of a national interest in cricket that is still there. That was fourteen years ago, but people don’t just suddenly lose interest completely. And actually the audiences on Channel Five highlights programmes and even Sky for the live programmes occasionally gets over a million. So there is this latent interest in cricket. When the story is a good story. When there’s a narrative. When there’s something you can follow. When there’s […] appointment-to-view. When you know it’s on.”
I think it’s an undeniable fact that there are a large number of disenfranchised cricket fans in England. Over eight million people were watching at the same moment when England won the Ashes in 2005. It was almost fourteen years ago, but most of them will still be around, still remember.
Which overlooks the slight flaw in the ECB’s logic: That this latent cricket audience were presumably fans of Test cricket rather than the shorter formats. I think that the Test highlights on five get more viewers than the ODIs and T20Is, and that more people listen to Test matches on the radio than England’s white ball games. Certainly some of them will watch The Hundred, at least when it is broadcast on the BBC, but by no means all.
Simon Hughes: “The key is getting the best players, and obviously marketing it well. But once you’ve got that, then you’ve got the chance to tap into a latent interest in the game.”
Simon Mann: “When the IPL is on, […] if the Kolkatta Knight Riders are playing, I’m always checking my phone to see when Andre Russell is going to be battting. If I find he’s coming out to the middle, I’ll go downstairs and switch the television on. It’s about creating that sort of interest, that sort of appointment-to-view cricket, that sort of buzz around a competition where you have these star players. You’re right about these star players. You’ve got to have them, the players you really want to see, that really get you going.”
Simon Hughes: “Box office players.”
“The best players”? “Box office players”? Let’s recap who won’t be appearing in The Hundred:
- England’s Test cricketers, at least for most of the competition
- Most international cricketers, due to the competition running at a busy period of the ICC calendar
- Indian cricketers, due to restrictions by the BCCI
- West Indian cricketers, due to the Caribbean Premier League being played at the same time
- Any overseas cricketers who choose to play in the CPL
That’s a lot of the ‘best cricketers in the world’ who won’t be playing in The Hundred. Most of them, you might argue. In fairness, the first three groups could apply to virtually every other major T20 competition around the world except for the IPL. The last two could be a significant issue in terms of perception of The Hundred, however.
As far as I can tell, no major T20 competition clashes with another. This allows the best overseas players to travel the world as mercenaries, which in turn helps promote the leagues internationally as those players will probably have fans in many countries. Some of the best and most popular of these cricketers happen to be West Indian. Andre Russell is one name which quickly springs to mind.
By scheduling The Hundred against the West Indies’ T20 tournament, the ECB are robbing themselves of some explosive players and lessening the appeal of the new competition to cricket fans in England and around the world.
What About The Other Ten Counties?
Dean Wilson: “There will be cricket there [Somerset]. That’s the thing. That’s one thing I don’t think you can realistically complain about: A lack of cricket in the summer”
Simon Mann: “For Annie [a Somerset supporter], there will be fifty-over matches at Taunton but without the best players playing.”
Simon Hughes: “Some of the best players will play. Someone like Alastair Cook might be playing in fifty-over cricket. He wouldn’t get picked in The Hundred, but he might not play T20, but he would play fifty-over cricket. It’s not just going to be a tournament for university graduates and a few schoolkids and a few second XI players. There’s a lot of cricketers, this is one of the things Tom Harrison said all along, he worried about was, there were going to be eighty cricketers involved, eighty professional English cricketers involved in The Hundred, as in ten or eleven per team English-based, as well as all the overseas players. Which leaves around 250-300 professional cricketers not employed, so he was very keen to find something for them all to do, and there’s loads of decent cricketers out there who will be playing in this fifty-over competition. It’s not just going to be a tournament for the has-beens and never-wases. [wasses? Not sure how to spell that]”
This was the part of the podcast which gave me the incentive to sit down for several hours and transcribe several parts of it verbatim. The logic of these answers were so baffling to me, it gave me a headache. Within the space of a few minutes Simon Hughes suggested that “box office players” were a major reason why people would watch The Hundred, but also that county fans would be happy to watch without their team’s own best cricketers.
Try and work that one out…
What Will The Hundred Achieve?
One common thread from the ECB is that The Hundred will, defying all sense of rationality and reason, solve all of the problems in English cricket. Here is a selection of examples taken from the podcast:
Simon Hughes: “How many times have English cricketers been nominated for the BBC Sports Personality Of The Year. Very rarely. And it’s because cricket just doesn’t have the profile. So, for me, it’s getting cricket’s profile much better, getting column inches in the papers, getting cricketers on The One Show, getting them on the various peripheral programmes which taps into the general public, and the general public are more aware of the high level of skill of these players.”
To begin with, there’s nothing currently stopping the ECB from encouraging (or forcing) England players to go on The One Show, panel shows, chat shows, or any other popular TV shows. I would love it if English cricket went on a media offensive and plastered themselves across daytime and evening TV, and they can do it with or without The Hundred.
Andrew Flintoff was the last cricketer to win the BBC Sports Personality Of The Year Award in 2005. It’s not like it was particularly common before though, and the last one to win before that was Ian Botham in 1981. As for nominations, Jimmy Anderson was on the shortlist in last year’s show. The year before that, Anya Shrubsole was nominated for the Sports Personality award whilst the England Women’s Cricket Team won Team Of The Year. I’d agree with Simon that cricket isn’t in the public eye as much as I’d like, but the BBC awards show seems like a very bad way of proving it. Two nominations in two years is not what I would call “very rarely”.
Dean Wilson: “We touched on participation as well, and they’ve got various plans and projects in place to try and encourage the number of people playing the game to increase. Even more formats of the game, Last Man Stands, tape-ball cricket, things like that as well.”
“If you look at the Big Bash where cricket is the national sport of Australia, it is the one sport that has been played consistently in all territories as opposed to AFL or soccer or anything like that. But these other games have grown, AFL in particular, and have encroached on cricket’s area and what Big Bash has done for Cricket Australia, perhaps more successfully than any other tournament, is increase the participation numbers of young kids signing up to join clubs. It’s almost like a steroid boost to all the clubs, local clubs, the grass roots of Australian cricket. They’ve been overwhelmed by the number of kids inspired by and encouraged by the Big Bash to go and take up cricket on a more regular and formal basis. And actually, to my mind, if that is the kind of success, if that is the kind of impact that The Hundred could have and does have, then it will all be worth it.”
This might surprise you to read, but I absolutely believe that The Hundred will significantly improve junior participation in cricket. Any English cricket on a major Freeview channel would have that effect, regardless of the format. What I have my doubts about is the ECB’s ability and basic competence in maximising the positive effect of this exposure.
The example Dean Wilson cites here is apt, because Cricket Australia’s approach in getting Aussie kids to their local clubs seems light years ahead of their English counterparts. A well-designed, well-run system of many parts which all work together in unison. The ECB were so impressed they hired CA’s ‘manager of market development’ to implement a similar system here, but unfortunately either the budget or the ECB’s patience ran out and All Stars Cricket was all they had to show for it.
The ECB’s strategy document for the next five years, Inspiring Generations, does mention that they will be creating new participation programmes to tie in with The Hundred, but I see no reason to think they will be any better managed. Instead, as has been the case for decades, it will be up to the clubs to take care of the kids without significant help from their governing body.
Simon Hughes: “I know that the overall plan, if it’s a success, is to get some private investment involved. So people might buy teams, big financial companies or individuals, as we’ve seen in football, as of course we’ve seen in the IPL. And those investors can create their own noise and marketing and general promotion around their team. That just brings in more revenue, it gradually grows the game as we’ve seen has happened in the IPL.”
This seems incredibly optimistic to me. There are, as far as I can determine, two main reasons why someone buys a sports team. The first is for profit. Many rich people will invest in anything which will make them money, whether it’s works or art, bottles of wine or a cricket franchise. The issue I have with this scenario is that I can’t see the value for it from the ECB’s perspective. An investor will only purchase a franchise if they are likely to benefit financially, in which case they take that money out of the game to use elsewhere. Surely it would be better for the ECB to keep control of the teams and keep any profits the teams generate?
The second group are those who are happy to lose vast amounts of money simply in order to own a team. These are usually mega-rich individuals who are happy to invest large sums in purchasing players in exchange for the adoration of fans or simply their own enjoyment. For this second group, I can’t see why they’d be interested in purchasing a The Hundred franchise. It will be a team that has existed for only a few years, so it’s not like they’d have been fans from childhood, and quite frankly the low public awareness of English cricketers (outside of assorted court cases) makes it unlikely that there are 8 super-wealthy individuals willing to pay millions of pounds to rub shoulders with them.
The podcast panelists also list the following things to expect after the first five years of The Hundred:
- The Hundred is still being played in 2025
- Other broadcasters will try to get the rights, including the BBC attempting to buy the rights for every game
- Increasing attendances
- The English public placing importance on The Hundred
- More companies will be interested in sponsorship, including several “cool” brands
- Increased youth participation
- More families watching The Hundred
- The Hundred becoming the key property in English sport
- Other countries copying the format (which the ECB will license)
- The Hundred becoming an Olympic Sport
Call me cynical, but I have some difficulty believing any of these will happen.
So there it is. A 5000-word post about an abysmal 48-minute podcast. If there’s one thing I’m almost certain of, it’s that I’m not listening to ‘The Analyst Inside Cricket Podcast’ ever again…
As always, I look forward to your comments below.