Cricket World Cup organisers warned thrashings are killing One Day Internationals following University research

14th March 2016

A new study by the University of Sheffield and Nottingham University Business School has cast fresh doubt on the future of One Day International cricket by revealing the key drivers behind spectators' dwindling enthusiasm for the format.

With England and Wales set to host the next Cricket World Cup, researchers have warned that fans have little appetite for one-sided thrashings even if their own team wins. Research found many are not even interested in whether their own side is good or bad and instead prize drama over quality, preferring close matches with uncertain outcomes. The findings, based on an analysis of almost 35 years' worth of data, come amid controversy over the World Cup's structure and fears over growing inequality in the sport. Only 10 teams will take part in the 2019 World Cup down from 14 in 2011 and 2015 which is likely to mean fewer of the game's lesser lights will feature in the tournament. Co-author of the study Dr Ian Gregory-Smith, of the University of Sheffield's Department of Economics, said: -The organisers of the World Cup face a significant challenge over one-sided matches. If the tournament is to be a success then careful thought must be given to its structure, because consumer appetite for predictable fixtures is undoubtedly limited. Professor David Paton, of Nottingham University Business School, added: -There isn't necessarily a problem with having 'minnows' at the World Cup. If two of the smaller nations were to play each other, for example, then they ought to produce a close contest which, according to our findings, is what fans want to see. -But the authorities have to be careful to minimise the number of fixtures with too big a difference in team quality, otherwise overall attendances are likely to be poor. Economists from the University of Sheffield and Nottingham University Business School studied more than 500 ODIs played in England and Australia between 1981 and 2015. They examined variables including attendances, team strength, outcome uncertainty and even spectator wages to identify trends in demand for 50-overs-a-side matches. It was found that in England ODI fans most value uncertainty unlike Test match spectators, who, according to earlier research, are driven mainly by team quality. In addition, attendances in England rise as income increases, whereas in Australia richer consumers tend to abandon cricket in favour of more expensive sports. Study co-author Dr Abhinav Sacheti suggested the research could have long-term policy implications for the game's ruling body, the International Cricket Council. He warned that ODIs might eventually be left in a -no man's land between Tests and the 20-overs-a-side T20 format, whose own World Cup will take place this month. -Ultimately, everything points towards the importance of investing in developing cricket in the ICC's less familiar associate and affiliate member nations, said Dr Sacheti. Professor Paton added: -An obvious route albeit one the ICC has ignored for years is to push for cricket to be included in the Olympic and Commonwealth Games. Apart from the raised profile this would bring, many national sporting authorities prioritise funding for Olympic sports. This would help the minnows get bigger and better. -Unfortunately from the ODI point of view, it's widely accepted that the only viable format for Olympic cricket, bearing in mind the logistical constraints, would be T20. This underlines the potentially perilous position in which ODIs find themselves, given that those who value quality favour Tests and those who prefer thrills want uncertainty. -If T20 offers the likeliest route to a more level playing field and a consequent increase in uncertainty then where do ODIs stand? The worst-case answer is nowhere.