The England cricket season runs from the first week of April, to the second weekend of September. However, due to the uncertainty surrounding COVID-19, the start of the season has been postponed to May 28th, with further postponements expected. The 18 county teams of England, most of which are heavily reliant on ECB funding to survive. Due to the diminished renting opportunities for their grounds, no expected ticket sales and a projected decrease in sponsorship and merchandise revenue, these counties, particularly those with more diversified income, would have been forced to dissolve if it weren’t for the ECB’s injection of $76 million into the counties. County teams will likely be forced to cull staff and cut costs, even despite the bailout money, to stay in the black in the 2021 season.
For the ECB, which is low on reserves due to the money spent on establishing a new tournament, the support package leaves them close to the edge as well. Consequently, negotiations with SkySports and the BBC, the two principle broadcasters, about TV rights for the 2021 season, will be crucial in determining the fate of the organisation. The ECB earns most of their money from TV rights, with secondary income coming from ticket sales and sponsorship. While they are prepared to lose all ticket sales for the 2021 season, the ECB’s primary focus is to get as many games as possible on TV in the upcoming season. The ECB had invested huge amounts of money in a new tournament called The Hundred, which was slated to begin in July 2021. Postponing the start of the tournament to 2022 will leave the ECB in a financially precarious position. The broadcasters’ interests align with the ECB’s in that they need as many games to proceed on TV as possible, with or without a crowd. As a result, to maximise their broadcast revenue, Sky and the BBC will want the Hundred to launch this year, as well as the season to begin in June.
While most of England Cricket’s sponsors are long term, county team sponsorships might dwindle due to the uncertain footing that the economy finds itself in. While England national team players are secure, county players and employees may need to take a pay cut as counties reduce staff in a cost-cutting effort. Furthermore, young players trying to make a name for themselves may lose out on the 2021 season, as fewer Second XI and University matches are played due to the shortened season. However, the cash injection from the ECB has probably saved hundreds of jobs that would have otherwise been lost.
For the fan, being locked out of the grounds may mean a season with no engagement with the sport. As Sky is behind a paywall and many county matches aren’t televised, fans would not be able to access matches outside of scorecards. This could potentially test their engagement and viewership may drop off for the 2022 season. This would devastate the sport as cash reserves are low.
All in all, the interruption of the 2021 season would have devastated the county teams, and as a result, wrecked the development of the sport in England for years to come. By bailing out the counties, the ECB has given players their livelihood, counties a chance to compete and if planned properly, will give them enough games to make the 2021 season worthwhile and fruitful for broadcasters, which in turn will ensure the sport’s long-term health
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