New owners reshape The Hundred with bold branding, free kits and younger audiences

Private investors have overhauled several Hundred franchises, using aggressive marketing and free merchandise to attract a younger fan base, even as overall ticket sales dip slightly.

Following a wave of private investment, The Hundred has undergone extensive rebranding, with Sunrisers taking over from the Northern Superchargers and the Manchester Super Giants adopting new colours and a fresh logo. Manchester's chief executive Daniel Gidney highlighted a giveaway of nearly 30,000 free jerseys as a catalyst for brand building, while London Spirit retained their blue and black kit and added MCC red and yellow stripes, quickly selling out allocated stock.

Although overall ticket sales are slightly down from the previous season, the competition is attracting a younger demographic, with 46% of buyers new to venues like Sophia Gardens and a significant rise in female and family tickets. Broadcast exposure is expanding, moving onto JioStar in India alongside the IPL, and negotiations for future TV deals are underway. ECB chief executive Richard Gould cautioned that the Indian market remains secondary to the UK audience, and tournament director Vikram Banerjee affirmed that the 100-ball format remains central to the league’s identity. Stakeholders see the changes as a way to lift cricket’s profile and generate new revenue streams despite ongoing controversy.