The Hundred returns...but changes are coming
As The Hundred returns for its fifth year this August, familiar debates about its merits and flaws will return, however, the conversation is shifting.
Private investment has entered the competition on a major scale. Stakes in six of the eight teams have already been sold with the majority of investment coming from global cricket heavyweights in the Indian Premier League, such as, the GMR Group's 49% acquisition of Southern Brave.
In the short term, the number of teams will remain the same until at least 2028, but change is already in motion:
Potential rebrands — Several franchises are expected to align their identities with global sister teams.
Rising salaries — Top men’s player pay has jumped 60% to £200,000, while leading women’s salaries are up 30% to £65,000, with investor influence potentially driving further increases to attract world-class talent.
Format and scheduling debates — New owners may push for a switch from the 100-ball format to the globally popular T20.
Women’s cricket evolution — Double-headers have been standard since 2021, but the ECB is now exploring standalone women’s fixtures with the goal of drawing full-capacity crowds within a few years.
The England & Wales Cricket Board (ECB) will retain control over competition regulations, but a new governing board, including investor and county representatives, will influence player recruitment, salaries, and the draft system, potentially replacing it with an IPL - Indian Premier League India style auction.
These changes present both opportunities and challenges for franchises: to harness global investment for community impact, to innovate fan engagement, and to ensure the growth of the women’s and men’s games remains balanced.
The next few seasons will determine whether The Hundred evolves into a truly global competition or will it risk losing the distinct identity it has built since 2021?
Share via:
Team of the Week - 13.03.26
Team of the Week - 06.03.26
A recent report from Sky News' Rob Harris has highlighted England players’ concerns about feeling pressured to speak out on political issues at major tournaments. Reading this was disappointing, but not surprising. It reflects a growing tension in modern sport: athletes sit at the centre of public conversation, yet many don’t feel supported, prepared or protected when that conversation turns political. Athlete platforms are powerful, their reach is undeniable. But that should not automatically mean they should be the frontline voices on every political or geopolitical issue. It's also fair to assume that not only to many not feel comfortable or qualified to hold that role. The burden of expectation Sporting bodies, brands and even fans now look to athletes to offer a stance whenever a sensitive global issue arises. The expectation is heavy, and the scrutiny is unforgiving. This raises an important question for the industry: Are we empowering athletes to use their platforms responsibly, or are we leaning on them to take positions that organisations themselves are hesitant to lead on? Too often, what starts as an opportunity for authenticity becomes a burden that athletes never asked to shoulder. Where athlete advocacy fits Athletes can, and do, drive meaningful social impact — especially when speaking from lived experience. And perhaps this is where the industry should be focusing its support. There is enormous value in athletes championing social and economic issues that feel natural, relevant and constructive, such as: Improving access to sport Inspiring participation Championing inclusivity Supporting community programmes Highlighting the health and wellbeing benefits of activity Addressing inequalities These are not 'soft' issues, ultimately they shape society and improve lives. This is where athletes are uniquely positioned to influence, without being dragged into politically charged territory. Who should really lead political conversations? If governing bodies, rights holders or organisations wish to take political or ethical positions, they should lead from the front — not rely on athletes to be the public face of those complexities. Athletes can support, amplify and add humanity to important discussions, b ut they should not be the default spokesperson for institutional viewpoints. As the role of athletes continues to evolve, the industry needs a clearer, more responsible framework for how we support them. That means: Giving athletes the freedom to choose if and how they speak Providing education, guidance and safeguarding when they do Reducing pressure to comment on politically sensitive issues Elevating athlete voices in areas where they have genuine authority Ensuring organisations do not outsource political leadership to individuals Ultimately, the goal should be to empower athletes — not overwhelm them. And back them up when they do. Their platforms are at their most powerful not when they’re forced into political commentary, but when they’re sharing stories, insights and perspectives that inspire participation, change communities and open doors for others.
Team of the Week - 27.02.26
Team of the Week - 20.02.26
Team of the Week - 13.02.26
Sport and impact focused PR and communications agency, New Reach, has renewed its partnership with Hampshire Cricket and the iconic Utilita Bowl for a fourth consecutive year. This continued collaboration underscores New Reach’s commitment to delivering exceptional PR and media relations that has amplified profile for the club and venue, alike. Since 2022, New Reach has worked closely with Hampshire Cricket to deliver strategic media relations, innovative campaigns, and impactful storytelling that showcase the club’s achievements both on and off the pitch. New Reach has led PR campaigns including the historic solar project in partnership with Utilita, established new and improved relationships with media brands, driven global announcements and managed key media moments including media days, the signing of cricketing icon Ellyse Perry and the club’s acquisition by GMR Group. Throughout 2026, New Reach will closely align with a new-look team at Utilita Bowl, delivering PR strategy across key moments inside and out of cricket. This will include The Hundred in its new format, the stadium’s 25 year anniversary, positioning the club and venue as leaders across T20, women’s and international cricket, ongoing cricket and regional media engagement, celebrating impact in the community and placing the club’s leaders at the heart of the industry. Nick Rewcastle, Managing Director at New Reach, commented: “We’re thrilled to extend our partnership with Hampshire Cricket for another year. Utilita Bowl is one of the most exciting venues in global sport and entertainment, and we look forward to continuing to help Hampshire Cricket and the venue tell its story and connect with audiences in meaningful ways. “Every year is an exciting year at Utilita Bowl, and we’ve enjoyed working across such a variety of powerful projects and initiatives. 2026 is set to continue in that trajectory, but with some new faces internally at the club and the first full year of new ownership. We’re truly looking forward to backing the Rose and Crown again this year.” Jonathan Peace, Head of Brand, Digital and Marketing at Utilita Bowl added: “New Reach has been an invaluable partner in elevating our communications strategy. Their expertise and creativity have helped us build stronger relationships with fans and media alike, and we’re excited to see what we can achieve together in 2026.” With deep-rooted expertise in sport, media and events, New Reach crafts tailored campaigns across PR, social media and video that inspire action and create lasting impact. New Reach’s commitment to transparency and authenticity drives everything the agency does, with partnerships going beyond business; ensuring every collaboration is rooted in integrity, trust, and a shared purpose. New Reach will not compromise trust, morals or rules to profit.
Team of the Week - 06.02.26
Team of the Week - 30.01.26
Team of the Week - 23.01.26