Getty Images 1503288166
Case Studies

England & Wales Cricket Board (ECB)

Media rights advisory services and distribution

The Partnership

Pitch was appointed as the ECB’s domestic and international media rights advisor in 2015, to drive increased reach, revenue and relevance for English cricket. In particular, the ECB needed to re-establish cricket’s fan-engagement in the UK, with (at that point) only two in ten children under 12 identifying cricket in their top 10 sports in 2015.

Getty Images 1498997221

Working Together

Pitch advised that several critical changes needed to be made to connect with cricket’s desired new, modern and diverse audience, including the creation of new assets, a greater balance between pay-TV and free-to-air, and an enhanced digital strategy. Pitch advised the ECB on the creation, lobbying and delivery of a new T20 competition (later to become the Hundred), produced a ground-up valuation of the ECB’s media rights and distribution matrix, and ran the formal tender process that brought every major pay and free broadcaster to bear on that process.

Getty Images 1241715359


As well as a 180% increase in revenue, the ECB was also able to get 28% of all international and Hundred matches shown on the BBC. Alongside these broadcasting achievements, the ECB launched The Hundred men’s and women’s competitions with equal prize money, as well as being able to invest £100m in its newly created All Star’s junior participation programme. In addition, Pitch was reappointed to advise ECB on its most recently announced extension of its deal with Sky which further secured additional increases in both reach and revenue out to 2028.


We use ‘strictly necessary’ cookies (or similar small data files) to provide you with the best possible website user experience. By clicking “ACCEPT”, you agree to such purposes. You can find out more and learn about how to withdraw your consent at any time, by clicking here: Privacy & Cookies Policy

Cookie preferences

Google Analytics

User Experience (Strictly Necessary)

The website is built using Craft CMS. Craft’s default cookies don’t collect any personal or sensitive information or IP addresses. The information that they store is not sent to any third parties, and they are used only to communicate with Craft installation for the purposes of user authentication, form validation/security, and basic web application operations. To learn more, please see our Privacy & Cookies Policy.