Free-to-air Broadcasting: Cricket Participation

Charlie Dewhirst Excerpts

Tuesday 9th September 2025 Westminster Hall

[Max Wilkinson]

Yes, I will congratulate Somerset. As a Gloucestershire fan, I can tell the room that I was a member at Somerset as a student. It was an excellent deal, and we used to travel from Weston-super-Mare to sit in the ground at Taunton. I spent many fun days there. It is a pity that Somerset triumphed over Gloucestershire this summer, but we will have to look past that.

Let us start with the good news about the Hundred. Although the debate is sometimes shrill and the suggestion is that it has been a total disaster, there have been some good points to the Hundred. It is pretty much the only high-profile cricket available on traditional free-to-air television, although some of the one-day internationals are on free to air too. The model has undeniably helped to fund the wider sport with new income. It has promoted the women’s game and there is more income for disabled cricket as well. The sale of franchises has brought new investment, which has been shared among the traditional counties. That success is to be welcomed, but it has not come without cost—I know that cost is acknowledged in the sport.

Even as somebody who is open-minded, I feel somewhat alienated by the Hundred. There is no team competing in the Hundred that represents my town, my county, or indeed the entire west region. For those who have suggested that the Welsh Fire is the west’s team, I beg to differ. I suspect Welsh cricket fans will be pleased to hear me say that I am not going to attend Sophia Gardens to support the Welsh Fire any time soon.

The creation of the Hundred means four-day county cricket has been pushed to the peripheries of the season, with August reserved for the short form of the game, although this year the amazing end to the final England-India test did just creep into the start of August, into the summer holiday period. As a knock-on effect, it is argued by many in the game that time and player availability for county championship cricket, which is crucial for test match preparation, has been greatly cut back. It is worrying to see the bedrock of the sport being pushed to the margins in that way. The fans who attend their county grounds and many of those involved in the administration of cricket at all levels could be forgiven for feeling overlooked and ignored. I have heard from many of those people.

What of the impact on the choices forced on test match players who deserve opportunities for time in the middle? What about the impact on the One-Day cup, which will never gather as much attention in August as the Hundred, despite serving up some absolutely brilliant cricket?

[Charlie Dewhirst (Bridlington and The Wolds) (Con)]

I thank the hon. Gentleman for securing this debate. Does he agree that another problem with the lack of four-day county cricket during the August period is that it is pushed to the margins, which impacts on batting development for future test players, as they are playing in the colder conditions of the early season, and inhibits the development of spin bowlers, who struggle at that time of year? We are perhaps inhibiting some player development in both batting and bowling for our future test stars.

[Max Wilkinson]

The hon. Gentleman makes some really good points that have been rehearsed by cricket commentators over the last few years. I believe we have to bear that point in mind, and I may come on to it a little later.

It is no secret that this jumble of the calendar has profound consequences. As I said at the beginning, the ECB is doing the right thing by looking for new audiences, increased participation and more cricket on television. It might argue that participation is increasing as a result of the Hundred and the investment brought about by deals with subscription channels for test matches and other forms of cricket. Indeed, there is clear evidence that watching sport leads to increased participation and more money flowing into the game. The ECB reported a 61% increase in amateur cricket club membership following England’s victory at the 2019 world cup. Sadly, however, these days only a handful of free-to-air cricket matches are available each year in the traditional media, and county club cricket takes a variable approach to broadcast.

We should consider the wider consequences of the situation. It is a jumbled calendar with multiple different formats that are confusing to many and a lack of free-to-air broadcast. That cumulative impact risks alienating existing fans while reducing the number of younger people engaging with different forms of the game that are not the short-form Hundred, and making it harder for our test team to thrive. It also puts at risk the long-term sustainability of the county game.

Peter Matthews, chair of Gloucestershire county cricket club, told me:

“Cricket needs to be played at a time when the next generation can be encouraged to go. If this isn’t the case, it will continue to be watched by retired folk and will not grow a new audience. This means that weekends and school holidays are important. Right now, there is very little county cricket in the school holidays, other than ‘The Hundred’ (only at eight venues) and the One Day Cup. Non-hosts have a total of four days home cricket at the height of summer. This cannot be helpful commercially or for developing the next generation of cricket lovers.”

That is a warning from the chair of a club that is doing a lot of good work with the ECB to make cricket more accessible for all through the Gloucestershire cricket talent pathway.

That warning comes as state school cricket continues to suffer decline, bringing about the opposite of the ECB’s aim to increase participation. Peter also told me about the difficulties presented to those counties that retain much-loved out-ground festivals. The Cheltenham cricket festival is the world’s longest-running out-ground festival, having started in 1872. These out-ground festivals bring cricket closer to communities and should be encouraged, but they risk falling victim to ever-higher running costs and an overcrowded cricket calendar.

The Liberal Democrats believe in giving sport back to the fans, which is why we are calling on the Government, the ECB and others to act. We favour taking the more televised fixtures out from behind paywalls. We favour boosting participation by investing in grassroots facilities—I know the ECB is doing that with new indoor domes. We favour supporting community sports clubs too. While the Government clearly cannot interfere in the governance of sport, and I am not suggesting that they should, the nation’s shared interest in cricket should provide Ministers and Members with an important opportunity to engages with the ECB and all others in cricket authority about options that lower barriers to participation, including discussions about the cricket calendar.

Finally, we should consider whether the apparent commercial success of the Hundred might have been achieved by other means. Could the T20 Blast have been adapted to bring new revenues and audiences? Will it be adapted like that in future? Could the Blast and the Hundred be combined or tweaked in a way that protects the traditional forms of the game while retaining new audiences, perhaps with some cricket broadcast via a free-to-air model? The Hundred came about after a well-meaning discussion about participation and audiences, but the challenges that cricket faces as a sport are nothing new. As David “Bumble” Lloyd recently told the excellent “Sports Agents” podcast,

“the game has been dying since I started in 1963.”

That game has constantly adapted to survive. Those with longer memories will recall the fierce debate when limited-overs cricket was introduced in the first place, but at least those formats took the existing pattern of play, making it easier for fans of traditional cricket to understand what was going on. If we can properly balance the cricketing schedule to bring county cricket back into focus, the game can protect its local links and cricket will continue to thrive. We must ask whether the long-term prosperity of the game, the counties and the England team is best served by the continuation of the Hundred in its current form—that is, distinct from the continuation of the Hundred at all.

As part of the discussion we must of course focus on the test game, or we put at risk exactly the sort of moments that cricket fans cherish the most: Shane Warne’s ball of the century, Graham Thorpe batting in the dark in Karachi, the heroics of Chris Woakes coming out to bat with one arm in a sling, the 2019 Headingley test match and my favourite, the 2005 Ashes series—I was there for the day when we won at the Oval. Without those kind of moments, cricket ceases to be the special game it is.

--- Later in debate ---

[Ms Julie Minns (Carlisle) (Lab)]

It is a privilege to serve under your chairship, Ms McVey. I start by placing on record my membership of the all-party parliamentary group for cricket. I congratulate the hon. Member for Cheltenham (Max Wilkinson) on bringing this important debate. Although I share his love of the long-form game as by far superior, I disagree slightly on the Hundred, which I recognise has introduced an impossibly packed schedule. When I can find time to attend a Hundred match, I am struck by how accessible to families—girls as well as boys—that format has made cricket. That is a big difference I have noticed in the crowds that turn up to watch the Hundred.

I add my support to the remarks by my hon. Friend the Member for Stockport (Navendu Mishra) about the importance of widening access to young people and lower-income families. Sadly, we are long past the days of finding our most talented fast bowlers by sending the coach down the pit. As much as we would celebrate the achievements of Harold Larwood, those days have sadly gone. We need to find a way to bring more young people from diverse backgrounds into this wonderful game.

I have a confession: I do not play, nor have I ever played, cricket. I did not benefit from growing up in a first-class county or a family of cricket enthusiasts. My love of the game came entirely from being able to watch it on free-to-air broadcasting. From Richie Benaud’s dulcet tones, gently breaking over the fading chords of “Soul Limbo”, to lazy Sunday afternoons spent watching the John Player league on BBC2, televised cricket lit a lifelong love of a game with silly fielding positions and glorious cover drives.

When cricket is accessible, without the barrier of subscription fees, it becomes more than a sport; it becomes a shared experience. In the 2019 cricket world cup final, free-to-air broadcasting drew millions of viewers and, I believe, inspired the next generation of Nat Sciver-Brunts and Harry Brooks and, to echo the point, those from more diverse and lower-income backgrounds, I hope.

Free-to-air coverage also helps grassroots clubs, such as Lanercost, Carlisle, Rockcliffe, Scotby and Wetheral in my constituency of Carlisle and north Cumbria, not necessarily a county associated with heady summer days spent watching cricket. That club cricket creates the important pipeline of talent and passion that sustains cricket at every single level. In short, free-to-air broadcasting grows the game of cricket, widens access, sparks dreams and strengthens participation.

[Charlie Dewhirst]

Does the hon. Member agree that it is now 20 years since the last televised Test series—the greatest Test series of all time—and that since then participation has gradually declined? Is that not clearly an indication that fewer people are being exposed to the joys of this fantastic game?

[Ms Minns]

I certainly agree with the hon. Member. It cannot be denied that participation shrank in that period. We also have to look at how accessible our schools are in making cricket available to our young people. Lastly, I invite all hon. Members to join me in placing on record our very best wishes to the England women for next month’s ODI World Cup.