Bazball Success Set to Boost ECB Coffers with Ashes Victory
The England and Wales Cricket Board is poised for a significant financial boost if the men's cricket team can secure their first Ashes series victory in Australia for over a decade. According to analysis from Nielsen Sports, the aggressive 'Bazball' approach pioneered by coach Brendon McCullum and captain Ben Stokes has already transformed the team's commercial appeal.
Commercial Momentum Building for Cricket Authorities
The ECB is already riding a wave of financial success, having reported record turnover of £336 million in 2023-24. This was largely driven by a £1.1 billion domestic media rights deal with Sky Sports and the BBC. The board has further strengthened its position by securing Toyota as its principal commercial partner and attracting approximately £500 million of outside investment into The Hundred competition earlier this year.
Andrew Milnes, market leader for UK and Ireland at Nielsen Sports, highlighted the significance of long-term commitments from the leadership team. "The fact that McCullum and Stokes have signed contracts through to the next Ashes in 2027 is significant for the ECB, who can expect major uplifts on commercial deals negotiated in this period," he said.
Dramatic Fanbase Expansion Under Bazball Era
Since Brendon McCullum's appointment as head coach three and a half years ago, England's fanbase has experienced remarkable growth. Research from Nielsen Sports reveals the team now boasts support from 10.9 million fans in the UK, representing 23 per cent of the population.
This represents a 27 per cent increase since the New Zealander took charge in 2022 and initiated the team's attacking philosophy revolution. The England men's cricket team now ranks behind only the England men's football team (17 million fans) and rugby counterparts (11.8 million fans) in terms of national support.
"This dramatic rise proves the impact and popularity of the 'Bazball' approach of cricket on the general public," Milnes added. "Our latest research shows the England Men's cricket team has 10.9m fans in the UK, a figure that has increased a remarkable 27 per cent since Brendon McCullum became the coach."
The first Test of the eagerly anticipated Ashes series begins in Perth on Thursday 20 November 2025, with Australian teams remaining favourites despite strong support from English patriotic punters.
