What The Hundred does

The Hundred is a professional 100-ball cricket competition operated by the England and Wales Cricket Board (ECB), featuring eight city-based franchise teams with parallel men's and women's squads competing each summer across venues in England and Wales. The core product is the 100-ball format itself — each side faces 100 balls per innings with bowlers delivering 5 or 10-ball spells (max 20 balls per bowler), a 25-ball powerplay with restricted fielders, and integrated technology such as the Monzo-branded Decision Review System — designed to compress matches to approximately 2.5 hours and broaden the audience beyond traditional cricket viewers. Operations are run from the ECB's headquarters at Lord's Cricket Ground, London, with match venues at Edgbaston, The Kia Oval, Emirates Old Trafford, Headingley, Trent Bridge, Utilita Bowl, and Sophia Gardens.

The tournament is monetised through a diversified mix of consumer and B2B streams: ticketing (adults from £14, juniors £5, free under-2s) and hospitality packages (from £99) across all eight venues; broadcast rights with Sky Sports and BBC in the UK plus six international partners across North America, the Caribbean, MENA, Sub-Saharan Africa, the Indian Subcontinent, and Australia/SE Asia; commercial partnerships (Monzo, KP Snacks, Vitality, Sure, Citizen, New Era, Masuri, Compare the Market); merchandise; and an annual player auction introduced in March 2026 that generated a men's salary pot of £2.05m per team and a women's pot of £880,000 per team. Distribution is multi-channel, anchored by a mobile app that serves as the primary ticketing interface and a set of fan-engagement features including Play of the Day voting, the Pop-Up Podcast, and BBC Music Introducing live acts at every matchday.

In 2025-2026 The Hundred underwent the largest structural change in its history with the privatisation of the eight franchise teams. The ECB finalised investment deals with Mumbai Indians (49% of Oval Invincibles, rebranded MI London), Sunrisers Hyderabad (100% of Northern Superchargers, rebranded SunRisers Leeds for £100m via Sun Group), Delhi Capitals/GMR (49% of Southern Brave), and Lucknow Super Giants (70% of Manchester Originals), with American investors acquiring stakes in the remaining teams. The round generated £520m in proceeds, drove combined team valuations above £975m, and marked the transition from a centrally ECB-managed tournament to one with independently owned franchisees operating under an ECB-defined competition framework.

Name

The Hundred

Legal name

The England and Wales Cricket Board Limited

Website

https://thehundred.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Hundred is a 100-ball cricket tournament operated by the England and Wales Cricket Board, featuring eight city-based men's and women's franchise teams competing across England and Wales each summer. Following 2025-2026 privatisation, IPL franchise owners acquired stakes generating £520m and combined team valuations above £975m.

Ownership category

akta.pro rank

Product category

Professional Cricket League

NAICS

Sports Teams and Clubs (711211), Spectator Sports (7112), Spectator Sports (71121)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Cricket Leagues (MPAKAAAF)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Professional & Major League Stadiums (MPAKAEAA)

Keywords

• Professional cricket league
• Cricket tournament
• Franchise sports league
• Live sports entertainment
• Cricket broadcast rights

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Primary revenue stream from direct ticket sales to spectators attending matches at 8 venues. Season tickets and individual match tickets available.
2. Broadcasting Rights: TV broadcasting deals with Sky Sports and BBC for live match coverage. International broadcast deals extend to Willow and DAZN (North America), ESPN (Caribbean), beIN SPORTS (MENA), SuperSport (Sub-Saharan Africa), Fancode (Indian Subcontinent), and FOX Sports (Australia/SE Asia).
3. Hospitality: Premium hospitality packages at each venue including pitch-facing lounges, fine dining, private boxes, and hotel accommodations.
4. Sponsorship & Commercial Partnerships: Sponsorship revenue from official partners including banking, snacks, insurance, sports brands, and technology companies.
5. Player Auction: First-ever player auction in UK professional sports history held in March 2026, generating team salary pools and player acquisition costs.
6. Merchandise: Sale of team merchandise including kits, replica shirts, and souvenirs through online store and venue shops.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

The Hundred operates a professional 100-ball cricket competition across England and Wales, with eight city-based franchise teams fielding both men's and women's squads who play simultaneously over five weeks each summer. It generates revenue through matchday ticket sales, hospitality packages, broadcasting rights, sponsorship deals, an annual player auction, and team merchandise, distributing the event across 8 UK venues, a dedicated mobile app, and an international broadcast network anchored by Sky Sports and BBC.

Product overview

The Hundred is a professional 100-ball cricket competition operated by the England and Wales Cricket Board (ECB), featuring eight city-based franchise teams with both men's and women's squads competing simultaneously. The product portfolio centers on the core tournament, supported by a mobile application (The Hundred App) serving as the ticketing and engagement hub, online ticket sales, hospitality packages at all venues, merchandise e-commerce, and fan engagement features including Play of the Day voting, the Pop-Up Podcast series, and live music performances. The annual player auction system governs squad selection, while the Team Competition (The Hundred Helix) rewards combined performance across men's and women's teams. The competition is broadcast on Sky Sports and BBC with international coverage across multiple platforms.

Differentiator

Problem solved

Functional benefit

Brands

• The Hundred Helix: New team competition trophy awarded to the team whose men's and women's squads perform best across the entire tournament.
• Monzo
• The Hundred App
• Decision Review System (DRS)

Products and services

• The Hundred (Cricket Tournament) A professional 100-ball cricket competition featuring eight city-based franchise teams (Birmingham Phoenix, London Spirit, Manchester Super Giants, MI London, Southern Brave, SunRisers Leeds, Trent Rockets, Welsh Fire) with both men's and women's squads competing simultaneously across five weeks every summer in England. Open to spectators at venues and remote viewers via broadcast partners.
• The Hundred Match Tickets
• The Hundred Hospitality Packages
• The Hundred Merchandise Shop
• The Hundred Mobile App

Quantifiable outcome

• First ranked T20 cricket league by World Cricketers' Association
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered major, core and minor.

• MonzomajorGTM or Marketing Partner · 1 January 2026Monzo became the Official Banking Partner of The Hundred. With over 15 million customers, Monzo is the UK's largest digital bank and 7th largest by customer numbers. Fans see Monzo branding via the Decision Review System (DRS) on match coverage and at all eight venues.
• Sky SportscoreGTM or Marketing PartnerPrimary UK broadcast partner showing every ball of every match. Major marketing and promotional partner for the competition.
• BBC SportcoreGTM or Marketing PartnerFree-to-air UK broadcast partner providing extensive coverage of The Hundred. Reaches mainstream UK audiences and provides marketing exposure.
• BBC Music IntroducingmajorGTM or Marketing PartnerLong-standing partnership bringing live music performances and DJs to every fixture across eight host cities. Features both emerging talent and established artists, enhancing the entertainment experience at each match.
• Compare the MarketminorGTM or Marketing PartnerOfficial partner of The Hundred with branding presence at the competition.
• KP SnacksminorGTM or Marketing PartnerSnacks partner with 'Taste for Good' sustainability programme. Three-stage commitment around packaging reduction and recycling.
• VitalityminorGTM or Marketing PartnerHealth insurance partner. Sponsors the Wildcard selection process for the competition.
• SureminorGTM or Marketing PartnerDeodorant brand partner with presence at The Hundred venues.
• CitizenminorGTM or Marketing PartnerWatch brand partner with branding presence at the competition.
• MasuriminorGTM or Marketing PartnerCricket equipment manufacturer partner.
• New EraminorGTM or Marketing PartnerHeadwear brand partner providing official branded caps and headwear.
• City of TreesminorOthersLocal charity partnership at Emirates Old Trafford. Has planted trees and hedges around the venue site, including 4 new trees in car park 2 and hedges to prevent flooding.
• BBC Music IntroducingmajorStrategic or Co-development PartnerMusic partnership bringing live performances and DJ sets at every matchday. Features local BBC Music Introducing DJs and established acts to enhance fan experience.

Scale indicators10 records

Recent moves10 records

Expansion highlights3 records

Direct peers

• SA20: South Africa's six-team T20 league owned by IPL franchise investors, launched in 2023. It is the most structurally similar new-generation franchise T20 competition to The Hundred and a key competitor for global cricket rights, sponsorships, and player availability.
• Indian Premier League (IPL): Operated by the BCCI, the IPL is the world's most valuable T20 franchise cricket league featuring eight city-based teams. The Hundred is explicitly modeled on and now partially owned by IPL franchises, making it the closest direct comparable in format, commercial structure, and product design.
• Big Bash League (BBL): Australia's premier T20 franchise cricket league featuring eight city-based teams. BBL is a directly comparable competition in format and audience, targeting similar casual/family demographics and competing with The Hundred in the same global rights and sponsor markets.
• Pakistan Super League (PSL): Pakistan's six-team T20 franchise cricket league. PSL is a direct peer competition for South Asian viewership, MENA broadcast rights, and overlapping sponsor pools, and competes for the same pool of international T20 talent outside the BCCI-restricted pool.
• Caribbean Premier League (CPL): The Caribbean Premier League is a six-team T20 franchise cricket league running annually since 2013. It is a direct comparable in franchise structure, match length, and entertainment-led positioning, and competes with The Hundred for Caribbean and North American broadcast inventory.

Emerging players

• International League T20 (ILT20): UAE-based six-team T20 franchise league backed by IPL investors. ILT20 is an emerging peer competing directly with The Hundred for the South Asian and MENA broadcast windows during a January–February slot, drawing from the same international player pool.
• Major League Cricket (MLC): USA-based T20 franchise cricket league featuring six teams, backed by IPL franchise investors and launched in 2023. MLC is an emerging peer targeting the North American cricket diaspora audience, a market The Hundred is also pursuing via Willow and DAZN broadcast deals.

Regional players

• Lanka Premier League (LPL): Sri Lanka's five-team T20 franchise league, launched in 2020 with several IPL-owned franchises. LPL is a regional peer in the South Asian cricket market, competing for Subcontinent and MENA broadcast inventory rather than directly with The Hundred in the UK.

Broad incumbents

• Vitality Blast: England and Wales Cricket Board's domestic county T20 competition featuring 18 teams across the same summer window as The Hundred. It is a broad incumbent peer within the same ECB ecosystem, sharing venues, broadcasters, and players, and is the most direct competitor for UK fan attention and sponsorship budgets.
• The Ashes (England & Wales Cricket Board): The historic Test series between England and Australia, also operated by the ECB. As the ECB's flagship property, it competes with The Hundred for premium broadcast windows, sponsor attention, and player availability within the same governing body and UK summer calendar.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/thehundred
• YouTubeyoutube.com/channel/UCPDAFa3eTpUhugfKPuvxPww
• Facebookfacebook.com/thehundred
• Instagraminstagram.com/thehundred
• TikToktiktok.com/@thehundred

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries8 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 The Hundred