What Hampshire Cricket does

Hampshire County Cricket Club, founded in 1863, is a private members' club and one of 18 first-class county cricket clubs in England and Wales, headquartered at the Utilita Bowl (formerly The Ageas Bowl) in Southampton. The club fields three competitive teams—Hampshire Hawks in the Vitality Blast T20, the men's first-class side in the County Championship and One Day Cup, the women's Southern Vipers, and the Southern Brave in The Hundred—alongside England international fixtures hosted at the venue. Major honours include two County Championship titles (1961, 1973), twelve limited-overs titles, and a record ten T20 Finals Day appearances.

The Utilita Bowl operates as an integrated multi-purpose destination comprising a 171-bedroom Hilton hotel, eforea spa, BEEFY'S restaurant by Sir Ian Botham, Boundary Lakes 18-hole golf course, Hampshire Wellbeing Centre (physiotherapy and sports medicine), and extensive conference and wedding facilities, drawing over 500,000 visitors annually. Ancillary operations include the Hampshire Cricket Foundation charity, cricket coaching programmes across age groups, an e-commerce merchandise store, and a mobile app for digital ticketing on iOS and Android.

Revenue is generated across six principal streams: (1) match tickets for domestic and international fixtures, (2) annual membership subscriptions tiered from £25 (Junior) to £515 (Executive, capped at 500), (3) corporate and private hospitality packages sold direct and via SeatUnique, (4) naming rights and sponsorship deals (currently Utilita for the venue; previous Ageas deal), (5) venue facilities revenue from the hotel, spa, golf, F&B and events, and (6) retail merchandise. Pricing ranges from £18.50 afternoon tea to multi-hundred-pound hospitality and spa packages. Distribution is primarily direct via the club's website, mobile app, box office, and dedicated sales teams for hospitality and sponsorship.

Name

Hampshire Cricket

Legal name

Hampshire County Cricket Club

Website

https://ageasbowl.com

Company type

Private

Founded year

1863

Operating status

Operating

Headcount range

101–250 employees

Short description

Hampshire County Cricket Club is a private first-class English county cricket club founded in 1863, operating the Utilita Bowl venue in Southampton with integrated Hilton hotel, spa, golf, F&B, and healthcare facilities serving members, corporate clients, and over 500,000 annual visitors.

Ownership category

akta.pro rank

Product category

Professional Cricket Club & Multi-Purpose Sports Venue

NAICS

Sports Teams and Clubs (711211), Other Spectator Sports (711219)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Cricket Leagues (MPAKAAAF)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

Keywords

• Professional cricket club
• Cricket membership packages
• Sports hospitality services
• Multi-purpose event venue
• Leisure golf spa

Headquarters

HQ city

Southampton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from individual match tickets for domestic cricket (County Championship, Vitality Blast, One Day Cup), international matches, and The Hundred fixtures at The Ageas Bowl
2. Membership Subscriptions: Annual membership packages providing access to domestic matches, with tiered options from Junior (£25) to Executive (£515), generating recurring subscription revenue
3. Hospitality Services: Premium corporate and private hospitality packages for cricket matches, concerts, and events, offering reserved seating, dining experiences, and exclusive access
4. Retail & Merchandise: Online store selling replica shirts, supporter kit, and merchandise for Hampshire Cricket, Southern Vipers, Southern Brave, and England teams
5. Venue Facilities Revenue: Revenue from hotel (Hilton at The Ageas Bowl), spa (eforea), golf (Boundary Lakes), restaurants (BEEFY'S), and event spaces available at the venue

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Hampshire Cricket operates a first-class county cricket club fielding Hampshire Hawks (T20), Southern Vipers (women's), and Southern Brave (The Hundred) teams, alongside an integrated multi-purpose venue (Utilita Bowl) offering Hilton hotel accommodation, eforea spa, Boundary Lakes golf, BEEFY'S restaurant, Hampshire Wellbeing Centre, conference and wedding facilities. Revenue is generated through cricket memberships, match tickets, corporate hospitality, sponsorship, venue leisure services, and retail merchandise.

Product overview

Hampshire Cricket operates as a multi-layered sports and entertainment organization centered on its first-class county cricket club and the Utilita Bowl (formerly The Ageas Bowl) venue. The portfolio includes three competitive cricket teams—Hampshire Hawks (T20), Southern Vipers (women's), and Southern Brave (The Hundred)—competing in domestic English competitions. The venue encompasses a 171-bedroom Hilton hotel, eforea luxury spa, BEEFY'S restaurant by Sir Ian Botham, and Boundary Lakes 18-hole golf course. Additional offerings include the Hampshire Wellbeing Centre (physiotherapy and sports medicine), cricket coaching programs, hospitality packages, digital ticketing via the Hampshire Cricket App, and an online merchandise store. The organization is completed by Hampshire Cricket Foundation (charity), Poseidon Boxing Club, and various membership tiers. The venue hosts international England matches, domestic county cricket, concerts, and corporate events, attracting over 500,000 visitors annually.

Differentiator

Problem solved

Functional benefit

Brands

• Southern Vipers: Women's cricket team based at The Ageas Bowl, competing in domestic women's cricket competitions including the Charlotte Edwards Cup and Rachael Heyhoe Flint Trophy.
• Southern Brave
• Hampshire Cricket Foundation
• BEEFY'S by Sir Ian Botham
• eforea spa
• Boundary Lakes Golf Course

Products and services

• Hampshire Cricket Membership Annual membership tiers (Executive £515, Premium £250, Standard £190, Junior £25) providing access to County Championship, Vitality Blast, and One Day Cup matches, exclusive Members' Areas, guest vouchers, junior free memberships, and priority access to England international ticket ballots. Available to individual cricket supporters and families.
• Hospitality Packages Premium corporate and private hospitality packages for international and domestic cricket matches, concerts, and non-cricket events at The Ageas Bowl. Includes reserved seating, dining experiences, and exclusive access. Sold via dedicated hospitality team and SeatUnique platform to corporate clients and premium consumers.
• Cricket Coaching Range of cricket coaching products including courses for all ages and abilities, one-to-one coaching, holiday courses, winter development courses, and bespoke programmes for clubs and schools. Aimed at junior and adult players seeking skill development.
• Official Online Store Official e-commerce store selling replica shirts, supporter kit, and branded merchandise for Hampshire Cricket, Southern Vipers, Southern Brave, and England teams. Direct-to-consumer retail offering.
• Hilton at The Ageas Bowl (Hotel) 171-bedroom hotel located at the Utilita Bowl (formerly The Ageas Bowl), featuring eforea spa, BEEFY'S restaurant, Lakeview Bar, gym, meeting rooms, and access to Boundary Lakes golf course. Open to leisure and business travellers.
• eforea Spa Luxury spa at Hilton at The Ageas Bowl offering thermal experiences, ELEMIS signature treatments, hydrotherapy pool, spa day packages, spa memberships, skin and laser clinic services, and a spa café. Available to day visitors, hotel guests, and members.
• Boundary Lakes Golf Course 18-hole par-69 parkland golf course at The Ageas Bowl with USGA standard greens, pro shop, custom fitting studio, clubhouse, and society/corporate day packages. Green fees, memberships, and Play & Stay packages available to golfers of all handicaps.
• BEEFY'S by Sir Ian Botham (Restaurant) British bar and restaurant at The Ageas Bowl inspired by Sir Ian Botham, offering seasonal British cuisine, curated wine list, and views over the cricket stadium. Includes afternoon tea service and gift vouchers. Open to public, hotel guests, and event attendees.
• Hampshire Wellbeing Centre Bespoke healthcare facility at The Ageas Bowl offering physiotherapy, sports therapy, sports massage, exercise classes, musculoskeletal podiatry, specialist rehabilitation, and pregnancy scans. Open to the public (ages 8+) as well as professional athletes.
• Weddings & Events Wedding, private dining, banqueting, charity event, and prom venue hire at The Ageas Bowl and Hilton at The Ageas Bowl. Capacity up to 450 guests with bespoke catering menus, on-site accommodation, spa, gym, and restaurant access.
• Meetings & Conferences Meeting, conference, exhibition, and team-building venue hire at The Ageas Bowl. Includes boardroom for ten and the expansive Ageas Ballroom, with cutting-edge AV capabilities and bespoke catering. Day delegate rates available.

Quantifiable outcome

• Over 500,000 annual visitors to the venue
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Paris SmithcoreStrategic or Co-development Partner · 22 May 2026Law firm Paris Smith has renewed its partnership with Utilita Bowl (home of Hampshire Cricket) as part of the venue's 25th anniversary celebration. The law firm has supported the venue since 2001, providing legal guidance and community engagement, with offices in Southampton, Winchester, and Bournemouth.
• BargateminorGTM or Marketing Partner · 13 February 2026Regional housebuilder headquartered in Fair Oak, Hampshire, has entered a two-year-plus partnership with Hampshire Cricket and Utilita Bowl, becoming the official sponsor of the Family Zone at the venue. Includes branding on players' kit trousers and perimeter advertising boards during domestic fixtures.
• Ambassador Cruise LineminorGTM or Marketing Partner · 6 December 2025Ambassador Cruise Line has entered a multi-year partnership with Hampshire Cricket, becoming an official partner with pitch-side branding and marketing exposure at Utilita Bowl on matchdays. The cruise line will base its ship Ambition in Portsmouth for the 2026-27 season and will offer exclusive cruise itineraries and fan-engagement experiences to Hampshire Cricket members and supporters.
• Utilita (Venue Naming Rights)coreOthersUtilita Bowl is the venue's current commercial name, hosting Hampshire Cricket and all associated events. The energy company holds naming rights for one of England's premier cricket venues.
• Hilton HotelscoreOthersHilton at The Ageas Bowl is a 171-bedroom hotel located at the cricket venue, operated by Hilton. The hotel includes eforea spa, BEEFY'S restaurant, and extensive meeting/event space.
• Lashings World XIminorStrategic or Co-development PartnerLashings World XI partnership supporting the Hampshire Cricket Foundation and community initiatives.
• Ageas (Venue Naming Rights)coreOthersThe venue was previously known as The Ageas Bowl under a naming rights partnership with insurance company Ageas. The venue is still commonly referred to by this name.
• Hampshire Cricket FoundationcoreStrategic or Co-development PartnerOfficial charity of Hampshire Cricket, aligned to The Ageas Bowl. Since 2020, the foundation's primary aim has been to raise vital funds for the NHS via partnership with Southampton Hospitals Charity, focusing on reducing risks of cardiac and circulatory diseases.
• Land & Development Advisory Limited (LDA)minorStrategic or Co-development PartnerLDA is a team of specialist consultants engaged in the planning process for the proposed development plans to transform The Ageas Bowl, guiding the proposal to pre-application stage.

Scale indicators6 records

Recent moves7 records

Expansion highlights3 records

Broad incumbents

• Marylebone Cricket Club (Lord's): The private members' club that owns the home of cricket (Lord's), the most prestigious venue in English cricket and global benchmark for membership-based cricket clubs.

Direct peers

• Lancashire Cricket: A first-class county cricket club operating Emirates Old Trafford, an internationally-recognised Test venue with a comparable integrated hospitality and conferencing model.
• Somerset County Cricket Club: A first-class county cricket club with similar southern England regional profile, operating the Cooper Associates County Ground in Taunton with comparable membership tiers and T20 product.
• Sussex County Cricket Club: A neighbouring southern first-class county cricket club and direct sporting rival, competing in the same domestic leagues with similar membership-based engagement model.
• Yorkshire County Cricket Club: A historic English first-class county cricket club (founded 1863, same year as Hampshire) operating Headingley, with comparable major-venue operations including hotel and conferencing.
• Surrey County Cricket Club: The most directly comparable English first-class county cricket club, also based in southern England and operating a major multi-purpose international venue (Kia Oval) with significant hospitality and event diversification.
• Warwickshire County Cricket Club: A first-class county cricket club operating Edgbaston, a major Test venue with extensive conference, events, and hospitality offerings comparable to Hampshire's Utilita Bowl operation.
• Nottinghamshire County Cricket Club: A first-class county cricket club operating Trent Bridge, an internationally-recognised venue with similar multi-format cricket product and event hosting.
• Glamorgan County Cricket Club: A first-class county cricket club operating Sophia Gardens in Cardiff, a Test venue in a comparable size and structure to Hampshire.

Others

• ECB (England and Wales Cricket Board): The governing body that administers the very leagues (County Championship, Vitality Blast, The Hundred, women's competitions) Hampshire competes in and from which significant central distributions and fixture allocation flow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xtwitter.com/hantscricket
• YouTubeyoutube.com/@HantsCricket
• Facebookfacebook.com/HampshireCricket
• Instagraminstagram.com/hantscricket
• TikToktiktok.com/@hantscricket
• LinkedInlinkedin.com/company/hampshire-cricket

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hampshire Cricket