London Spirit

What London Spirit does

London Spirit is a professional cricket franchise competing in The Hundred, the England and Wales Cricket Board's 100-ball cricket tournament. Founded in 2019 and headquartered at Lord's Cricket Ground in St John's Wood, London, the franchise fields both men's and women's teams and operates as London Spirit (The Hundred) Limited, a privately held entity. Following a 2025 equity restructuring, ownership is split between the Marylebone Cricket Club (MCC) at 51% and a Silicon Valley-led consortium called Tech Titans at 49%, with the resulting ~£296M valuation making London Spirit the highest-valued franchise in The Hundred competition.

The franchise generates revenue from three primary streams: matchday ticket and hospitality sales at Lord's (single matches, season packages, and premium corporate hospitality), merchandise e-commerce through store.londonspirit.com (replica kits £50–£55, apparel and accessories £20–£80), and corporate sponsorships anchored by Barclays as Principal Partner and Nike as Official Partner and kit supplier. Distribution runs through dedicated ticket and merchandise e-commerce platforms, on-site retail at Lord's, and a multi-channel digital marketing presence across YouTube, TikTok, Instagram, Facebook, LinkedIn, and email. The customer base divides between individual cricket fans attending matches and purchasing merchandise, and corporate clients purchasing hospitality and sponsorship activations.

On the field, London Spirit competes under central ECB salary caps (£2.05M men's, £880,000 women's for 2026), acquiring players via direct signings, retentions, and an inaugural 2026 auction where the franchise secured James Coles for a competition-high £390,000. The women's team won The Hundred in 2024 and reached the 2025 Eliminator. Notable 2026 signings include Liam Livingstone (Men's Captain, £350,000), Marizanne Kapp (£130,000), and Adam Zampa (£190,000). The franchise has no proprietary technology stack and operates with a small core staff of 1–10 employees, consistent with the shared-services model of Hundred franchises.

Name

London Spirit

Legal name

London Spirit (The Hundred) Limited

Website

https://londonspirit.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

London Spirit is a professional cricket franchise competing in The Hundred tournament at Lord's Cricket Ground in London, fielding men's and women's teams. The franchise generates revenue from matchday ticketing, hospitality, merchandise e-commerce, and corporate sponsorships with Barclays and Nike.

Ownership category

akta.pro rank

Product category

Professional Sports Franchise

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Team Sports Matches (Club & National) (MPAGAMAB)

akta.pro secondary industry

Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ)

Keywords

• Professional cricket franchise
• Match day tickets
• Hospitality experiences
• Replica sports merchandise
• Sports sponsorship deals

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Ticket Sales: Revenue generated from selling match tickets for The Hundred fixtures at Lord's Cricket Ground. The organization offers various ticket tiers including double headers with both men's and women's teams playing, general admission, and hospitality packages.
2. Merchandise Sales: E-commerce sales of official London Spirit merchandise including replica kits (£50-£80), apparel, and accessories through the online store (store.londonspirit.com).
3. Sponsorship Revenue: Partnership deals with Barclays (Principal Partner) and Nike (Official Partner/Kit Supplier) provide sponsorship income. The club's kit features Barclays branding and Nike kit delivered via KitKing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

London Spirit is a professional cricket franchise that fields men's and women's teams competing in The Hundred tournament at Lord's Cricket Ground. The franchise sells match tickets, season tickets, hospitality packages, and official Nike-branded replica kit and apparel merchandise through its online store, with additional revenue from sponsorship deals with Barclays and Nike.

Product overview

London Spirit is a professional cricket franchise competing in The Hundred tournament. The organization operates as a platform offering live cricket entertainment through its men's and women's teams, with match-day experiences as the core product. Supporting offerings include ticket sales (single match and season packages), hospitality experiences, and a comprehensive merchandise e-commerce operation selling official Nike kits and apparel. The franchise maintains partnerships with Barclays (principal partner), Nike (official kit supplier), and KitKing (kit delivery).

Differentiator

Problem solved

Functional benefit

Products and services

• The Hundred Cricket Competition Participation Live professional cricket entertainment through London Spirit's men's and women's teams competing in The Hundred at Lord's Cricket Ground, for fans attending in person and following remotely.
• Match Tickets Single-match ticket sales for London Spirit home games at Lord's Cricket Ground, including double-headers featuring both men's and women's teams on the same day.
• Season Tickets Annual ticket packages granting access to all London Spirit home matches during The Hundred season.
• Hospitality Packages

Quantifiable outcome

• Won The Hundred 2024 women's competition
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• BarclayscoreGTM or Marketing PartnerBarclays is the Principal Partner of London Spirit. The partnership enhances Barclays' commitment to MCC and cricket at every level, from grassroots initiatives to elite performance. Both organizations are united in their ambition to drive innovation and attract new, younger and more diverse audiences to the game.
• NikecoreGTM or Marketing PartnerNike is the Official Partner and kit supplier for London Spirit, marking Nike's first partnership in The Hundred tournament. The kit is delivered by KitKing. This represents Nike's entry into franchise cricket and takes place in London, one of Nike's biggest international markets.
• KitKingminorGTM or Marketing PartnerKitKing delivers the Nike kit for London Spirit. The company is headed by Dips Patel, a North London-born lifelong cricket fan. KitKing played a pivotal role in creating an iconic new look for London Spirit, blending tradition and modernity with the MCC thread underpinning the design.
• Marylebone Cricket Club (MCC)coreStrategic or Co-development PartnerMCC holds 51% of London Spirit following the 2025 equity transfer from ECB. The franchise plays at Lord's Cricket Ground, home of MCC. Julian Metherell, Chair of London Spirit, was named as MCC's next president. The partnership connects London's cricketing heritage with modern franchise cricket.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Northern Superchargers: Leeds-based The Hundred franchise operating under the same ECB-controlled format with the same dual men's/women's structure, directly comparable in economics to London Spirit.
• Manchester Super Giants: Manchester-based The Hundred franchise with men's and women's teams, sharing the same ECB salary cap, tournament structure, and London Spirit's rivalry schedule as listed in the 2026 fixtures.
• Trent Rockets: Midlands-based The Hundred franchise that directly competes with London Spirit in the same ECB-run competition, the same central-distribution revenue model, and overlapping national broadcast and sponsorship inventory.
• Southern Brave: Hampshire-based The Hundred franchise that competes head-to-head with London Spirit in identical competition format, with comparable men's/women's squads, ticketing, and merchandise revenue models.
• Welsh Fire: Wales-based The Hundred franchise directly comparable in league structure, salary caps, and central sponsorship pool, and was the opponent defeated by London Spirit women in the 2024 Hundred final.
• Oval Invincibles: London-based The Hundred men's and women's franchise sharing the same London market, ECB-controlled economics, and audience pool as London Spirit, making it the most direct competitive peer.
• Birmingham Phoenix: Birmingham-based The Hundred franchise offering an equivalent product (men's and women's teams, ticketing, merchandise, sponsorship) in a similar UK city-market context to London Spirit.
• MI London: The Hundred franchise backed by Mumbai Indians / Reliance, competing in the same league and the same London market, and a direct matchup opponent for London Spirit in the 2026 season.

Emerging players

• Rajasthan Royals: IPL franchise expanding into global franchise cricket (Paarl Royals in SA20, Barbados Royals in CPL, MI New York), making it a global franchise-cricket peer comparable to London Spirit's multi-format commercial strategy.

Broad incumbents

• Mumbai Indians (IPL): IPL franchise that owns MI London (Hundred) and MI New York (MLC); highly comparable franchise-cricket business model (players, merchandise, sponsors, media) and the parent of a direct London Spirit competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Officiallondonspirit
• Facebookfacebook.com/p/London-Spirit-100066286254625
• LinkedInlinkedin.com/company/london-spirit
• Instagraminstagram.com/londonspirit
• TikToktiktok.com/@officiallondonspirit
• Xx.com/London__Spirit

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 London Spirit