In practice, counties have bespoke insurance policies. One venue contacted has insurance in case there are under 30 overs in a day’s play, covering reduced hospitality margin, food and beverages margin and retail margin.
One leading sports finance expert warned that counties and the ECB alike faced “a real challenge” to maintain the income that they have previously generated from Test matches not involving the biggest nations. “I think it could lead to insurance premiums hiking up,” said Dan Plumley, from Sheffield Hallam University.
An increase in the ECB’s insurance premium, caused by more early finishes, could ultimately eat into the profits that the game generates from Test matches and reduce the governing body’s available income to spend on the game.
Several counties privately recognise the need to do far more to attract spectators for Test matches against opponents perceived as lesser draws, particularly for later days in the match. Against such opponents, counties are considering dynamic pricing options – avoiding the situation that The Oval faced on the fourth day against Sri Lanka, when walk-up tickets would have cost a minimum of £75.
While Test cricket in England remains better-supported than anywhere else in the world, the sight of empty seats this summer has also highlighted the concerns about spectator interest in matches against less heralded nations.
Neither West Indies nor Sri Lanka are considered to be among the five most attractive draws for spectators. Behind Australia in first place and India in second, insiders believe that South Africa are the third biggest draw, closely followed by Pakistan and New Zealand. It seems highly unlikely that England will organise another home Test summer that does not feature Tests against any of these five nations for many years to come.
Yorkshire’s most recent accounts give a snapshot of how much more lucrative Ashes cricket is than against less heralded opponents. In 2022, Headingley generated £3.1 million in ticket and hospitality income from a Test against New Zealand, but this soared to £7.4 million for last year’s Ashes Test at the venue. The contrast is even more notable because the Test with New Zealand ran for five days, while the 2023 Ashes Test finished on day four.
