It is no secret that one-day international cricket is facing a massive fight for survival.
Amid falling crowds and television ratings, plus perception of ‘b-teams’ being used, the format which once revolutionised the sport could be on its last legs.
One of the biggest reasons for falling crowds, as the game becomes the least preferred format for many spectators, is that ticket pricing has not changed to reflect this status.
Looking at four of Australia’s six international grounds this summer, with Adelaide omitted due to its compromised status with renovations, and Brisbane’s ticketing data not as freely available on the Cricket Australia website, the reasons become apparent.
For purposes of consistency, the pre-purchased ticket price for the general public has been used across all venues.
In both Hobart and Perth, the cheapest ticket price and most expensive ticket price are both higher for a one-day international than for a day of Test cricket.
In Melbourne, the cheapest ticket to either Test or one-day cricket is $35, with the most expensive Test ticket being $150 compared to $145 for a one-dayer.
Sydney is the only exception to the rule with Test tickets ranging from $60-140 compared to $50-130 for a one-dayer, but even that difference is not enormous.
Interestingly, tickets to the Twenty20 international in Sydney range from $35-120, the cheapest form of cricket to attend by some margin, while Melbourne’s Twenty20 prices are on par with the other formats.
There lies the problem, in that the cost of attending a one-day international is the same as the more desirable Test and Twenty20 matches.
While it could be argued that you are getting the most overs and most time at the ground in a one-day game, if that logic was true, then more people would be turning up.
The solution to the problem is to drastically slash one-day prices, and rebrand the format as an accessible and enjoyable family day out.
With the cost of all international cricket being expensive, particularly once multiple tickets are purchased for a family, many would see the cost of attending more than one match per summer prohibitive.
If one-day tickets were made considerably cheaper, families and casual spectators would be more inclined to attend an extra match, even if a possible ‘b-team’ was on show.
An arbitrary cost could be decided upon, but simple maths shows that 20,000 people paying $50 per ticket will create the same revenue as 50,000 people paying $20 per ticket.
Naturally, the more people at a match – the more atmosphere and therefore excitement and interest, plus external revenue through food, drink and merchandise sales will increase.
It would not be facetious to suggest Perth and Hobart matches would sell out with a considerably reduced ticket structure, and perhaps even Sydney, Brisbane and the renovated Adelaide.
Seeing more fans than empty seats at matches and making it an accessible form of international cricket could be just the tonic that one-day cricket needs.
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