Free-to-air Broadcasting: Cricket Participation

Louie French Excerpts

Tuesday 9th September 2025 Westminster Hall

[Mr Louie French (Old Bexley and Sidcup) (Con)]

It is a pleasure to serve under your chairmanship as always, Ms McVey—fantastic umpiring, and hopefully no need for DRS. I start with a declaration of interest: over the summer I, alongside a number of colleagues, attended a cricket match with Sky. It was below the registrable threshold, but I am making sure that it is transparently disclosed.

I thank the hon. Member for Cheltenham (Max Wilkinson) for securing this important debate. After another great summer for English cricket and sport, and ahead of the Ashes series and the women’s one-day international world cup, it is timely that we are having this debate, and I thank all hon. Members for their fantastic contributions so far.

As many of us will remember, between 1999 and 2005, test matches were shown on Channel 4. That culminated in the historic 2005 home Ashes series, shown on Channel 4. There was an average of between 2 million and 3 million viewers per day for an average test match, before that soared to upwards of 7 million viewers for the 2005 tests and peaked at 8.5 million on the deciding and dramatic final day of the series. The impact of that fantastic series was clear, with the ECB reporting a massive increase in junior club memberships after the 2005 series, and waiting lists at many clubs across the country. Sport England data showed that junior participation rose in 2006 by roughly 7%, bucking wider trends across the sector.

However, there has been a decline, which has been referenced, in participation rates following the switch from free-to-air cricket to subscription-based broadcasting, and there is of course a discussion to be had, as always, about coincidence versus causation, which is why we are here today. For example, Sport England’s Active People survey showed a fall from 428,000 adults playing cricket weekly in 2007-08 to 278,000 in 2014-15. That represents a drop of about 35%, and over the same period participation halved among 16 to 24-year-olds.

More recently, we have begun to see a welcome revival in participation rates as more matches are shown on free-to-air television and England’s Bazball style has attracted new admirers. Most famously, that includes the 2019 cricket world cup final, sub-licensed by Sky and shown on Channel 4 as live international cricket returned to free-to-air television for the first time in 14 years. That thrilling final, which I also had the joy of watching, saw a peak of 4.8 million viewers for Channel 4 and 3.5 million for Sky—a total of 8.3 million. It was a huge audience for a huge moment for British sport. Data from the ECB has shown that more than 1 million under-16s watched that final, and I am sure each and every one of them took inspiration from what they saw.

Of course, all sporting bodies face a tension between ensuring that their sports are accessible to the widest possible audience and the need for financial stability and support as provided by subscription-based broadcasters. The broadcast contracts with Sky have been the financial engine of English cricket for some time now, and the most recent deal is worth more than £200 million per year. Those revenues have funded professional central contracts for men and women. That includes increasing the number of professional women cricketers from 17 to more than 100. It has also helped to sustain the England team at the top of the world game and finance grassroots programmes that have reached millions of children across the country. Without that support, the professional and grassroots structures of cricket would simply not be sustainable. As a fan of cricket, I applaud Sky’s innovative coverage—I had the privilege of seeing behind the scenes first hand over the summer.

Recent years suggest that a balance can be struck—and has been struck. The 2019 world cup final was shared by Sky and Channel 4, and reached millions of people. The Hundred has brought live cricket back to the BBC, with sizeable audiences for both the men’s and women’s games, and a clear impact on youth and girls’ participation, alongside vital grassroots community work.

I am pleased that women and girls’ cricket is growing fast across the country, including in my Old Bexley and Sidcup constituency. It is fantastic that local clubs, such as Bexley cricket club, Bexleyheath cricket club—they are separate clubs—and Sidcup are growing the girls’ game in my local community. Last year saw a 21% growth in girls’ teams, a 25% growth in women’s teams, and 1,000 new women’s and/or girls’ teams across the country. Moreover, initiatives such at Metro Bank’s girls in cricket fund have added to that momentum, delivering over 1,000 hours of dedicated coaching support and helping to grow the number of girls’ teams by more than a fifth in the past year alone. That contributed towards a record 192,000 recreational games being played across the country in 2024, more than 12,500 higher than the previous record.

Those moments and the data that follows show that when cricket is visible, it can capture the imagination of the public, regardless of background. That is why the previous Conservative Government were proud to invest £34.7 million to maximise the opportunity of the women’s T20 world cup in 2026, cricket’s inclusion in the Olympics in 2028, and a men’s T20 cricket world cup in 2030 to build a network of state school cricket programmes and facilities.

While the recent announcement regarding cricket dome funding from the Government over the summer is very welcome, this Government have so far only allocated £1.5 million to fund those two new cricket domes. The money was there, but the Government have instead taken the political choice to reallocate what remains of the capital fund. Will the Minister say whether clubs across the country, which will be listening to this debate, should expect more funding to come their way in terms of grassroots support in the years ahead?

The challenge remains trying to find a balance between reach and growth in participation via the exposure that free-to-air broadcasting brings, and with the financial resources provided from subscription funding. We can all agree across the House that too much of one without the other undermines the long-term health of the sport. That is an outcome that none of us wants. I thank all hon. Members again for this important debate, as well as the hon. Member for Cheltenham for supporting it.