UCFB academic helps lead landmark study into the financial future of county cricket

UCFB Professor of Applied Sport Finance, Rob Wilson, has co-authored a major new report examining the financial health of county cricket, highlighting the opportunities and challenges facing the domestic game following the £520 million investment into The Hundred.

The Leonard Curtis Cricket Finance Report 2026, launched at Edgbaston, provides one of the most comprehensive analyses of county cricket’s finances to date, exploring how clubs are performing both on and off the field and assessing whether the sport is equipped for long-term sustainable growth.

The report reveals signs of a growing financial divide between counties that host a team in The Hundred and those that do not, despite the significant investment generated through the competition’s franchise sales.

An updated Financial Performance Index, which analyses the 18 first-class counties across a ten-year period from 2015 to 2024, shows all seven Hundred host counties feature in the top ten rankings. Surrey retained first place, while the average score for host counties remains considerably stronger than that of non-host clubs.

The research also found that Surrey, Lancashire, Hampshire and Warwickshire generated 53% of the combined annual revenue across all 18 first-class counties in 2024, underlining the concentration of commercial strength within a handful of clubs.

Alongside the financial analysis, this year’s report introduces several new measures, including a Digital Footprint Index, assessing each county’s presence across Instagram, X, Facebook and YouTube, as well as new England Player Development Rankings, examining each county’s contribution to the men’s national team since 2015.

Prof Wilson believes the report highlights both the opportunities and the responsibility facing the sport as it enters a new era.

“As the game enters a new era of investment, there is a real opportunity to strengthen the entire ecosystem by supporting the player journey from grassroots through to the professional game, while also expanding cricket’s digital footprint to engage new audiences, unlock commercial value and ensure the sport remains relevant and financially sustainable for the next generation.”

He added: “To achieve sustainable growth, county cricket cannot rely on traditional revenue streams on their own. The data shows that long-term success is increasingly driven by diversified commercial income, investment in infrastructure and disciplined financial management.”

The report also examines the financial pressures facing non-host counties, using Sussex’s recent financial challenges as a case study, while exploring how clubs can maximise the long-term benefits of The Hundred investment.

Former England captain Michael Vaughan, who wrote the report’s foreword, said he hopes counties will use the additional funding to strengthen player development pathways.

“I would love to see some of The Hundred money put towards developing county academies, which are jewels in the crown, and to see the county game really coming together and working to improve things, both on and off the field.”

The report also explores the commercial opportunities surrounding the ICC Women’s T20 World Cup 2026, England’s evolving women’s domestic structure and the continued growth of disability cricket.

Prof Wilson’s contribution reflects UCFB’s commitment to producing industry-leading research that helps shape the future of sport through evidence-based insight. As one of the UK’s leading experts in sports finance, his work continues to influence conversations around governance, commercial strategy and financial sustainability across the sporting landscape.

The Leonard Curtis Cricket Finance Report 2026 was launched at Edgbaston in front of more than 100 guests, including county chief executives, sports finance leaders and representatives from across the game.