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?
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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.
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