Business of The Hundred (Cricket) 2021 - Property Profile, Sponsorship and Media Landscape

Business of The Hundred (Cricket) 2021 - Property Profile, Sponsorship and Media Landscape


The Hundred currently sees a limited sponsorship portfolio compared to other ECB competitions, and rivalling international cricket leagues, however this is to be expected with a tournament that is in its infancy, and The Hundred has still been able to pull in some notable deals, with sponsors also keen to tap into the competition's desired outcome of reaching a younger demographic. COVID-19 continues to pose challenges to all stakeholders within cricket, with changing schedules and lockdown and quarantine laws posing a threat to player welfare and scheduling, with numerous players having to pull out of the men's and women's competitions for international commitments or welfare issues.

This deep dive into the ECB's latest push to engage new fans with cricket uncovers The Hundred's inception, it's key challenges and commercial profile. More closely, the report analyses the impact of COVID-19 upon the ECB and how launch plans for The Hundred were affected by the governing body's finances and the challenges posed by hosting a condensed summer of cricket in pandemic environment. Commercially, the report looks closely at the portfolio of The Hundred and the ECB's desired operational structure, whereby it controls all commercial assets relating to the team's and the event. The report lastly looks at the media profile of The Hundred and its partnerships in key cricketing markets, as well as the importance of the free-to-air deal with the BBC in bringing cricket to a mass audience.

A breakdown of the sponsorship portfolio of The Hundred, with insights into sponsor location, sector and deal value. Geographical breakdowns of The Hundred's media portfolio are also provided. Key takeaways from the ECB's latest accounts are also included in the report, highlighting where the biggest financial challenges lie for the governing body.


  • The report covers sponsorship and media profiles of The Hundred, its conception and potential challenges arising from attempting to both attract a new audience while not alienating its existing fanbase. The report also covers the impact of the pandemic on the ECB's latest financial accounts up to the year ending 31/01/21.
Reasons to Buy
  • A greater understanding of the UK's cricketing market will be obtained from the report, as well as understanding the positioning of The Hundred relative to other cricket competitions in the UK summer.

Executive Summary
The Hundred 2021
The Teams
Joint Competition
Draft Process
Social Media
Competition Comparison
Team Following
Team Average per Competition
Player Absences
Sponsorship Analysis
Biggest Deals
Sectors and Location
Marquee Deal Comparison
Case Study: KP Snacks
BBL and IPL Comparison
Media Landscape

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