Dr Aravind Reghunathan, of Loughborough University London, was part of a team of researchers that analysed fan experiences of The Hundred, a short-format (100 balls) cricket tournament launched by the England and Wales Cricket Board in 2021.
The competition features eight city-based teams (listed below), with men’s and women’s sides playing on the same day at the same venue.
- Birmingham Phoenix (Edgbaston)
- London Spirit (Lord's)
- Manchester Super Giants (Emirates Old Trafford)
- MI London (The Kia Oval)
- Southern Brave (Utilita Bowl)
- SunRisers Leeds (Headingley)
- Trent Rockets (Trent Bridge)
- Welsh Fire (Sophia Gardens)
Researchers from Loughborough and Bournemouth surveyed 245 spectators and conducted focus groups to explore perceptions of the Hundred – in particular whether the format was improving gender equality in cricket.
They found the competition successfully attracted new audiences and helped challenge long-standing assumptions about women’s cricket.
Nearly three in ten respondents said they had never watched women’s cricket before attending The Hundred.
Because matches are scheduled as “double headers”, most spectators ended up watching both the women’s and men’s games, exposing many fans to women’s cricket for the first time.
Almost half said the experience changed their perceptions of the women’s game, with several surprised by the quality and competitiveness on display.
Dr Reghunathan said: “Our research shows the success of innovative formats to bring in new audiences to cricket.
“The family-friendly atmosphere at the Hundred was found to be a real draw, while it also managed to break down negative perceptions of women’s cricket.
“The research offers recommendations for sport organisations around building a sustainable fan base, gender-equitable marketing, and matchday experiences.”
The study also found women reported particularly positive match-day experiences.
Female spectators were more likely than men to say they enjoyed the family-friendly atmosphere, the accessibility of the format and the overall quality of the cricket.
Some said the competition made the sport feel more inclusive and less dominated by traditional male audiences.
The tournament also encouraged broader engagement with cricket.
Some attendees reported bringing friends or family members to their first ever match, while others said the experience increased their interest in women’s sport more generally, including football and other competitions.
However, the researchers caution that The Hundred is not a complete solution to inequality.
Many fans did not go on to attend other women’s cricket matches, suggesting the tournament’s impact has not yet spread across the wider sport.
There were also concerns about crowd behaviour later in the day during men’s matches, which sometimes conflicted with the family-friendly image.
Overall, the study concludes that presenting men’s and women’s teams side by side can help grow audiences and shift attitudes.
Dr Reghunathan added: “By increasing visibility, the Hundred appears to be helping bring the women’s game into the mainstream and creating a more inclusive future for the sport.”
Read the full article, Levelling the playing field: the case of The Hundred and gender equality in cricket, in the journal Sport in Society.
ENDS