ECB pay price for empty premises (13 June 1999)
The England and Wales Cricket Board, faced with one of the least attractive Test series in recent memory, have begun to take measures to restrict the financial damage inflicted on the game by the failure of England to proceed beyond the first round
13-Jun-1999
13 June 1999
ECB pay price for empty premises
Scyld Berry
The England and Wales Cricket Board, faced with one of the least
attractive Test series in recent memory, have begun to take measures
to restrict the financial damage inflicted on the game by the failure
of England to proceed beyond the first round of the World Cup.
For the first time Lancashire will be given control over their share
of the promotion budget in order to market the Old Trafford Test
against New Zealand in August and recover some of the ground lost by
England's early exit. The first-class counties were originally
promised a 15 per cent increase on last year's hand-out from the ECB,
which has since been revised to five per cent - almost £1.5 million
per county - and even that will take some marketing to achieve.
Normally the ECB's promotional budget of about a quarter of a million
pounds is spent on a national campaign. This summer, for the first
time, Lancashire will be given around £40,000 of it to promote the
third Test between England and New Zealand on a local and regional
basis.
The difficulties in selling such a fixture were highlighted in 1994,
when the New Zealanders last toured England, and the Old Trafford
Test attracted 41,857 spectators over five days. Sales were not
exactly stimulated by the tourists' build-up to the match, which
consisted of just holding Combined Universities to a draw then losing
to Derbyshire by an innings.
Fancy dress which obstructed people's view was banned from last
summer's Test against South Africa at Old Trafford, but anybody
wearing a stitch is guaranteed a warm welcome when the third Test
starts on August 5. So far only 30 per cent of tickets have been
sold, according to Lancashire's chief executive Jim Cumbes, who says
of England's World Cup: "It will have an effect."
Another handicap is that the Old Trafford Test this summer will
coincide with the first day of the football league season, and
although the fixtures have not yet been announced, a
counter-attraction is sure to come from either Manchester United, the
winners of everything, or Manchester City, newly promoted to the
First Division. "I've often wondered about the impact of football,"
says Cumbes. "There's only so much money in anybody's pocket."
Upon realising the unappealing nature of this summer's Test cricket,
the ECB decided during the winter to reduce prices from last season's
level by 50 per cent for children and 25 per cent for adults for all
four Test matches, and to charge only £6 for each child in a school
party, and the same for adults attending after tea. At these rates
the Lord's and Oval Tests will be almost sold out for the first four
days - at a price to be borne by English cricket.
The ECB also missed out on a million pounds by staging some plum
World Cup qualifying matches on county rather than Test grounds.
There was a sound argument for taking one qualifying match to each of
the 12 county grounds, if only so they would be forced to renovate
some of their Victorian heritage. But if half-a-dozen of the most
attractive ties had been staged on Test grounds, ticket sales could
easily have been raised from £14 million to £15 million.
The World Cup song, released when England had already been
eliminated, has been a comical disaster, as revealed in these pages.
Replica shirt sales have been much more successful: at the latest
count, 70,000 items have been sold. Indian, Pakistani and England
shirts have sold most, followed by Australian and South African.
In the end this World Cup will make ends meet for English cricket and
nothing more (if it had been the money-spinner originally envisaged,
the official scorers for the matches would not have been unpaid
volunteers). The organisers consistently claim it will be the most
profitable World Cup ever, with £17m going to the International
Cricket Council and around £12m to the ECB. But that is simply
because the vastly lucrative 1987 and 1996 World Cups in Asia
curiously made no official profits of any note. Hence ICC auditing
from now on.
The ECB have also to assess the World Cup's impact on attendances at
county cricket. It has no database to give any precise figures until
mid-season, as counties send in their figures irregularly. Evidence
from the counties themselves varies from Somerset, who claim to have
had above average attendances for the Bath festival so far, to Kent,
who claim to have had their "worst Tunbridge Wells in living memory"
primarily because of the rain, secondly because of the World Cup.
Their total attendance was 3,586 for the championship match against
Surrey, and 1,749 for their National League match against
Worcestershire.
Like England's performance, this World Cup has financially struggled
to reach the level of average.
Source :: The Electronic Telegraph