Steve Elworthy, Surrey Cricket CEO: “Innovation in Cricket is not about Making it Shorter!”

Today we’re delighted to welcome Surrey County Cricket CEO Steve Elworthy to the show, our first venture into one of the toughest businesses in sport. Surrey is a historic institution in a historic sport, part of a club set up integral to the development of all cricket, including the much loved short form franchise tournaments that dominate today. But well documented, the clubs are struggling big time. Surrey, as you’ll hear, is not one of them. 

By far the best team chasing a 4th consecutive championship, a key piece of infrastructure generating tens of millions a year, a perfect location in London, the business of this county team will surprise you I’m sure. But this format is in need of support and innovation. How can we grow the game of cricket and protect the clubs and format that may be out of fashion at the moment, but without which much of cricket wouldn’t exist? 

This is the business of cricket away from the shining lights and big music. 

On today’s show we discuss:

The Business of Surrey:

• What are the key business drivers of Surrey? From sponsorships to media to ticketing and events.

• Why is it so important to have a multi purpose venue capable of generating revenue away from cricket?

• What is the balance of value between County Championship and short form matches like The Hundred or T20 Blast? 

• Some years revenue can be £45m, others £65m. Why is it hard to create consistency in annual turnover?

• The sale of Hundred franchises will pump millions of pounds into the county game. What will this be used for?

Impact of Short Form Cricket:

• The Hundred and T20 Blast play a major role in attracting fans to club grounds. How do club benefit from these short formats even if they don’t directly own a team?

• Why innovation in cricket is more than just reducing the number of balls bowled.

• A discussion around player pay: there needs to be a recognition of the opportunities players receive and provide competitive offers to attract the best talent.

• With the Mumbai Indians owners buying into the Oval Invincibles, what will the benefits of a relationship be?

Keeping County Cricket Alive:

• The maintenance of red ball cricket is important for more than just tradition; why the grassroots game depends on long form cricket.

• Are the counties marketing their core product well enough?

• Surrey get over 50,000 fans in for a season; how can that be replicated in locations where teams get only 6 or 7,000?

• How can county teams modernise to attract the young fan and shake the perception that this is a format of the past?