BMOTY: The Hundred Franchise Sales
The Business Moment of the Year Award has been introduced to shine a light on the game-changing decisions that have defined the sports industry over the past 12 months, celebrating achievements that represent a significant shift in the sector’s direction of travel.
In this series, we will take a closer a look at all the shortlisted moments to see how they have had tangible impacts on the industry, and hear from some of the key decision makers sitting at the heart of sport.
In February 2025, the England and Wales Cricket Board (ECB) completed a potentially game-changing period of investment into cricket when Southern Brave became the eighth and final Hundred franchise to be bought in a landmark series of sales totalling close to £1bn.
This unprecedented move has seen each of the eight franchises in The Hundred – the ECB’s flagship short-format competition – sold to private investors, with valuations averaging over £100m per team. The scale of the deals places The Hundred among the most valuable franchise-based cricket competitions in the world, second only to the Indian Premier League (IPL).
Among the buyers are a mix of high-net-worth individuals, consortiums with Premier League affiliations, and global sports investment firms seeking a foothold in one of cricket’s most ambitious projects.
The deals are more than just financial milestones; they represent a transformative moment for English cricket. Over £500m from the proceeds will be ringfenced for investment into the recreational and grassroots game, ensuring sustainable development pathways, improved facilities, and expanded opportunities for young players, women’s cricket, and underserved communities across England and Wales. The remaining funds are expected to support county cricket and bolster the ECB’s central reserves in an increasingly competitive global cricket economy.
The need for such investment had been brewing for years. Despite strong heritage and fan support, cricket in England has faced funding pressures, declining participation in some regions, and growing competition from franchise leagues abroad.
Oval Invincibles vs Southern Brave, The Hundred, Final, Cricket, The Oval, London, UK – 18 Aug 2024
The Hundred, launched in 2021 to mixed reactions, was always envisioned as a commercially viable vehicle to attract new audiences and generate investment. Since its launch, there have been persistent rumours of private ownership being introduced, but the ECB had initially resisted, wanting to prove the model’s success before opening it up.
Now, with record-breaking broadcast deals and steadily growing attendances, the ECB’s decision to sell has arrived at a time of momentum and optimism. This landmark move is being watched closely by other sports, as it could become a template for how traditional governing bodies can modernise, monetise, and reinvest in their sport – without losing control of its future.
The FEVO Sport Industry Awards 2025 Business Moment of the Year will be announced at the biggest night of the sport industry calendar, on Thursday 15th May at Evolution London, Battersea. Secure your table now.
