The familiar scent of linseed oil is returning to cricket grounds as one of sport's oldest rivalries prepares to recommence. On 21 November, England will once again face Australia in the Ashes, reminding fans what makes cricket truly special.
The Drama That Defines Cricket
Few sports can match cricket's capacity for creating unforgettable drama. From Edgbaston 2005 to Headingley 2019, from Shane Warne's magical deliveries to Ian Smith's iconic "by the barest of margins" commentary, cricket has consistently delivered moments that etch themselves into sporting history.
Yet according to Tom Ingoldby, Head of Sport at Velvet, the game's administrators appear to have forgotten what makes cricket great. The England and Wales Cricket Board seems locked in perpetual marketing meetings about how to save the game, constantly pursuing new formats, partnerships and audiences.
Marketing Over Substance
While this approach makes business sense theoretically, in practice the ECB keeps "dropping the ball more than Monty Panesar fielding in the deep." The fundamental issue isn't cricket's formats but rather the marketers who prioritise everything except the sport itself.
Every innovation, from T20 to The Hundred, feels like another identity crisis rather than part of a coherent, joined-up strategy. The driving force behind this constant reinvention is clear: with hundreds of millions of pounds tied up in new broadcast and franchise deals, the ECB faces immense pressure to demonstrate growth.
The Hundred was specifically designed to attract investors, sponsors and casual fans. However, this financial logic may be contradicting what makes cricket so special in the first place.
The Power of Cricket Storytelling
Cricket's unique appeal lies in its storytelling, character development and slow-burn drama. Yet the game's custodians seem determined to transform it into fast content, losing touch with what traditional fans cherish about the sport.
Fans appreciate the personalities, the unexpected moments of brilliance, and the way Test cricket drama unfolds over hours rather than minutes. Instead, they receive The Hundred with its new rules, new teams and franchises sponsored by snack brands.
While The Hundred has brought benefits - particularly opening doors for new fans and advancing the women's game - many question whether changing the number of balls in an over was necessary, or why another format was needed when the world had already embraced T20.
The irony is particularly sharp: England invented T20 cricket but allowed other nations to commercialise it more effectively.
The Investment Dilemma
The Hundred has attracted substantial outside investment, with more than £500 million in new private stakes. While this financial influx should represent good news, it presents the ECB with a significant challenge: ensuring this investment benefits all of cricket, not just investors.
If this money builds lasting foundations - deeper fandom, stronger grassroots development and a clear narrative for the sport - it could provide a model for sustainable growth. However, if it turns cricket into a revolving door of short formats and shrinking attention spans, the game's brand value will inevitably erode.
The loyal fans who wake up early to watch England play in Australia will always be there, but that kind of devotion is difficult to replace. Cricket doesn't require more reinvention; it needs smarter marketing that understands the game's greatest asset isn't novelty, but what's already there.
