ECB vows to finalise hundred franchise sales as TV battles and a fixture crisis grip English cricket.
The England and Wales Cricket Board is scrambling to complete the sale of all eight Hundred franchises by the end of April—despite behind-the-scenes battles over overseas television rights and mounting concern about the domestic fixture pile-up.
Richard Gould, the ECB’s chief executive, insisted the process was on track. But cracks are showing. While the eye-watering valuations of the teams haven’t derailed negotiations, the question of how to sell the game to a global audience has.
Embed from Getty Images“All the discussions are on a very, very sound footing,” Gould assured. “But we’re just trying to work out how to maximise value from sponsorships, ticket sales and broadcast revenues.”
At the heart of the hold-up is a clash of media models. The UK operates on a subscription-based system led by Sky Sports. India, however, leans heavily on advertising. That creates an uncomfortable friction when trying to hammer out an international rights package that works for both.
“There are differences in the markets,” Gould admitted. “We need something fit for purpose globally—not just for the UK.”
It’s a problem the ECB can ill afford to fumble. With the governing body relying on this influx of franchise money to fund grassroots programmes and ease county pressure, the deal’s successful completion is critical. There’s optimism it will go through. But no guarantees.
Meanwhile, the ECB has kicked off yet another review into the bloated domestic schedule—the third in seven years. This time, they hope the outcome won’t just be shelved and forgotten. The latest attempt will be led by the counties themselves alongside the newly-formed Professional Game Committee.
Managing director of professional cricket Rob Andrew laid bare the challenge: “Everybody recognises the schedule is not perfect. But we’ve got 18 counties with 19 different solutions.”
The review is expected to last two to three months, with plans to implement changes by 2026. Few doubt where it’s heading: a likely reduction in the number of T20 Blast matches, a trimmed County Championship, and perhaps even shifting 50-over games away from August—when The Hundred swallows up the sport’s best players.
The timing is crucial. With the cash injection from the franchise sales, counties may finally feel less beholden to short-term matchday income. That opens the door to reshaping the structure in a more sustainable, long-term way.
Still, the future of red-ball cricket remains a central concern. Andrew reaffirmed its importance. “The County Championship is the blue-ribbon event of red-ball cricket in the world. We need to protect it, grow it, and strengthen it.”
But how many matches that actually means? That’s still up in the air.
The deeper issue is how to balance three formats, two separate white-ball competitions, a franchise system, and 18 professional clubs—all inside a summer season that can barely breathe as it is.
One thing is clear: English cricket is at a crossroads. The game’s governing body faces a financial, structural, and ideological battle on multiple fronts—one where every delay adds tension and every decision carries long-term consequences.
And all eyes are now on two ticking clocks: one for the Hundred sales, and another counting down to a 2026 schedule shake-up that could change the face of the gam
