Credit: SportBusiness
Australia’s Big Bash League (BBL) may be on the cusp of a major transformation, with Cricket Australia exploring private investment to unlock a franchise-style model similar to the IPL, SA20, and the ECB’s The Hundred. The discussions follow recommendations from Boston Consulting Global, which highlight the potential to attract global investors and enhance both commercial and sporting appeal.
The ECB recently sold 49% stakes in The Hundred’s eight teams for approximately £550 million ($744m/€639m), a model that has already drawn investors linked to IPL franchises. Multi-club ownership (MCO) allows for operational, branding, and player synergies across leagues. For example, RPSG Group has rebranded the Manchester Originals to Manchester Super Giants, aligning with its IPL and SA20 franchises.
Strategic Insights from Jason Schretter (Raine Group):
- MCO can incentivize free agents to participate in multiple competitions within a franchise ecosystem.
- Cricket could evolve to mirror tennis, with players seeking participation in marquee tournaments worldwide.
- Private investment is not just about increasing player salaries but building long-term, profitable commercial models.
Commercial Implications:
The Hundred’s recent investment round, finalized ahead of the 2025 season, saw six strategic investors take operational control of franchises while the ECB retained ownership of the competition. From 2026, franchises will have greater autonomy over commercial assets, including front-of-shirt sponsorships, kit supply, and merchandise deals, enhancing both local and global brand visibility. Sponsors like KP Snacks and potential global partners such as Procter & Gamble, Visa, and Mastercard illustrate the increasing commercial potential.
Consulting Perspective: Unlocking BBL’s Franchise Potential
For Cricket Australia and potential investors, the lessons from The Hundred and IPL are clear:
- Structured Investment Drives Long-Term ROI: Funds should focus on commercial growth, marketing, and brand expansion rather than immediate player salary inflation.
- Multi-Club Ownership (MCO) Advantage: Owning multiple franchises across leagues can create synergistic benefits for player recruitment, fan engagement, and global brand alignment.
- Globalization of Sponsorship: Franchises can attract multinational sponsors, elevating revenue streams beyond domestic markets.
- Enhanced Fan Engagement: A global franchise model, combined with digital content and merchandising, can expand viewership and loyalty.
- Strategic Calendar Positioning: Positioning the BBL within a global cricket ecosystem ensures the league becomes a “must-watch” event, driving both media and commercial value.
Takeaway:
Private investment and multi-club ownership could redefine the BBL, transforming it into a globally recognized cricket franchise league, mirroring the commercial success of IPL and The Hundred. For investors, teams, and sponsors, early engagement offers an opportunity to shape the next era of cricket commercialization.
365247 works with sports leagues, franchises, and investors to evaluate franchise models, optimize sponsorship strategy, and design revenue-maximizing frameworks. Connect with us to explore how your organization can capitalize on the evolving global cricket landscape.
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