As England fans endure the dreary winter months back home, the ongoing New Zealand cricket tour has provided a refreshing escape. Unlike the gruelling time differences of an away Ashes series, this tour’s schedule allows UK viewers to catch much of the action live without sacrificing a full night’s sleep—a rare luxury.
A Refreshing Escape from Winter Gloom
Beyond the convenience, the spectacle itself has been captivating. From the picturesque venues adorned with grassy banks to the laid-back spectators soaking in the park-like ambience, every element has added to the charm. The cricket has been gratifying for England supporters, but the true star is the setting—a perfect blend of natural beauty and community spirit.
Notably, the attendance at these matches has been impressive, a stark contrast to the empty stadiums England faced in Pakistan earlier this year. Packed stands filled with passionate fans amplify the atmosphere, proving that these matches mean something to the locals. The sense of community and enthusiasm is palpable, elevating the viewing experience for those at home.
In an era where Test cricket faces challenges from rising costs and declining attendance, New Zealand Cricket (NZC) seems to have cracked the code for engaging audiences. The question remains: can this success be replicated by nations that lack the financial powerhouses of England, Australia, and India, or is New Zealand simply capitalising on a unique set of circumstances?
For UK fans watching from afar, the allure is strong enough to inspire travel envy. Stacey Geraghty, NZC’s head of marketing and communications, explained that their approach has fostered a sense of “FOMO” (fear of missing out) among fans. She noted that since the pandemic, New Zealand has consistently seen strong attendance at Test matches, thanks to strategic partnerships with regional councils and a focus on creating the best possible fan experience.
Small Venues, Big Impact
"We are quite fortunate that we have the option of grass bank boutique venues across New Zealand," says Geraghty. "We got a lot of fan feedback, at Test cricket you want to graze, you want to lie back. Sometimes you might be interested in what's going on on the field, sometimes you want to go out the back. We try to pick those venues where you can do all of that. You can relax on the bank, you also have space to go and watch it on the big screen or by the food trucks. Those grass banks are preferred by fans rather than sitting in larger stadiums."
Affordable ticket prices are another key element. While UK fans might balk at paying over £80 for a dull day of cricket, tickets in New Zealand cost around $30 NZD (less than £15). Even on days when the matches seemed destined for predictable English victories, fans continued to show up. This accessibility, combined with the use of community-oriented venues, fosters a connection between cricket and local culture. Former Wellington Cricket CEO Stuart Robb once described the Basin Reserve as “woven into the fabric” of the city. Locals use it daily as a public space, whether for commuting, leisure, or community events, making it far more than just a cricket ground.
Geraghty echoed this sentiment, observing that many Wellingtonians attend matches simply because they love the Basin Reserve, regardless of the on-field action. This deep community integration sets New Zealand’s cricket venues apart from those in England, where stadiums often lack the same multi-functional appeal.
A Potential Model for Test Cricket's Future
The financial challenges of Test cricket, however, cannot be ignored. While larger stadiums offer more tickets and potentially greater revenue, they also come with significantly higher costs. NZC appears to have accepted that Test cricket isn’t a major revenue driver. Instead, they’ve shifted the financial burden to white-ball formats, allowing Test matches to prioritise fan experience over profit.
As Geraghty candidly admitted, “Test cricket does cost a lot.”
Yet, NZC is willing to sacrifice higher revenues from ticket sales to ensure Tests are presented as premium experiences. The shorter formats, such as ODIs and T20s, are then used to balance the books. This approach starkly contrasts with England, where Test cricket remains a major source of ticket revenue, often pricing out casual fans in favour of die-hard supporters and corporate guests.
Interestingly, New Zealand has flipped the traditional script: Test matches have become the accessible, community-friendly format, while the glitz and commercial heft of white-ball cricket take centre stage for revenue generation. This innovative strategy could provide a blueprint for other nations struggling to sustain Test cricket in the modern era. By rethinking the commercial priorities of different formats, they might find ways to preserve the red-ball game without compromising their financial stability.
Of course, New Zealand’s success isn’t entirely replicable. Its smaller population, unique stadiums, and cultural attachment to grassroots venues create conditions that may not exist elsewhere. However, its emphasis on community engagement and affordable accessibility could inspire other cricket boards to rethink their approach. If NZC continues to thrive while catering to Test cricket enthusiasts, the rest of the world should take notice—and perhaps, take notes.